Key figure
Shoppers react 2.1 times more to price than to pack size
A key figure from Janssen and Kasinger's 2026 Marketing Science study of a decade of NielsenIQ scanner data. Shoppers responded about 2.1 times more to price changes than to size changes, with a weighted price elasticity of -1.19 against a size elasticity of 0.56. Read it as a measure of who did not notice a smaller pack, not of who accepts one.
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What's in this key figure
2.1x Shoppers reacted about 2.1 times more to price changes than to pack size changesWeighted price elasticity of -1.19 against a size elasticity of 0.56, in a decade of US scanner data on about four million products.
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<a href="https://www.koji.so/visuals/shrinkflation-price-vs-size-elasticity-stat"><img src="https://www.koji.so/visuals/shrinkflation-price-vs-size-elasticity-stat/shrinkflation-price-vs-size-elasticity-stat.png" alt="Stat card: shoppers were about 2.1 times more responsive to price changes than to size changes, a price elasticity of -1.19 against a size elasticity of 0.56." width="1200" height="669" /></a>
<p>Source: <a href="https://www.koji.so/visuals/shrinkflation-price-vs-size-elasticity-stat">Shoppers react 2.1 times more to price than to pack size</a>, Koji</p>
