Not long after the sales tax was increased from 5% to 8% in 2014, I started noticing changes in the products I regularly bought. Slices of cheese were now being sold in packs of 7 rather than 10. My favorite brand of milk now came in cartons that were 10% smaller.
This phenomenon, called "shrinkflation" is not unique to Japan. It has been well documented, and whined about, in the West where companies didn't even try to conceal their cost-cutting schemes.
In Japan, companies have been subtler and if you weren't on the ball, you might have missed the changes entirely. Fortunately, someone has been paying attention and cataloging the changes. Every now and then, I will return to this post and add examples of shrinkflation.
Baby Star Ramen mini
In 2007, 30g sold for ¥30, excluding tax.
In 2010, the package was reduced to 23g.
Kaki no Tane
In 2013, it was reduced from 230g to 210g, the price rising from ¥158 to ¥198 (excl. tax).
In 2014, it was reduced further to 200g, while the price remained the same.
Kameda provided no explanation for the change.
Calbee Potato Chips
In 2007, a ¥100 bag was reduced from 70g to 65g.
In 2009, it was reduced again to 60g.
Homerun Bar
In 2008, ¥330 got you 10 x 50ml bars.
In 2016, you got 10 x 45ml bars.
Pocky Chocolate
In 2007, the number of was reduced to 2 bags containing 17 sticks each, down from 19. The weight of each stick was also reduced from 80g to 72g. The price, however, remained ¥150.
In 2015, the amount remained the same, but the price was increased to ¥160 (ex. tax).
Glico Pretz (Roast)
In 2009, the amount was reduced from 70g to 65g.
In 2014, although Pretz continued to sell for ¥120, the amount was reduced again to 62g.
Glico Big Pucchin Pudding
A favorite with my boys, Pucchin Pudding was reduced in 2017 from 176g to 160g. It continued to be sold for ¥130.
This is a work in progress. I will make a gallery of these photos soon.