Here’s a shock to your shopping routine: your toilet paper might be shrinking — literally. The latest victim of “shrinkflation” in New Zealand is Purex’s Mega Long White Two-Ply toilet rolls, which now contain fewer sheets for the same price. But here’s where it gets interesting — most shoppers probably haven’t even noticed the change.
A savvy Kiwi consumer recently pointed out that the new six-pack of Purex Mega Long rolls has dropped from 450 sheets per roll to just 410. Placed side by side, the packaging looks almost identical, yet the size difference between the old and new packs is clear. The price, however, remains stubbornly unchanged.
For anyone new to the term, “shrinkflation” refers to a strategy where companies quietly reduce the amount of product while keeping prices the same — effectively charging more per unit without obvious price hikes. It’s a subtle move that’s becoming increasingly common as businesses grapple with rising production costs.
Purex, which manufactures its products in Kawerau under Essity — a Sweden-based hygiene and health company — hasn’t yet commented publicly on why this change was made. However, when contacted through the company’s helpline, an Essity spokesperson did confirm that the Purex Mega Rolls were indeed adjusted “from 450 sheets to 410 sheets.” They added that this rollout is still underway, meaning some stores might temporarily stock both the older and newer versions. Interestingly, the spokesperson couldn’t confirm whether store pricing would be affected, since retailers set their own shelf prices, and they declined to comment on any changes in wholesale costs.
So, are companies simply adapting to higher material and logistics costs — or are shoppers being misled under the guise of market adjustments? That’s where the debate heats up.
Last year, Massey University marketing professor Bodo Lang explained on The Front Page podcast that shrinkflation is increasingly popular among companies because it triggers less consumer backlash than direct price increases. “People notice prices rising more than they notice smaller portions,” Lang said, noting that price tags are often highly visible while subtle product changes are easy to miss.
And he seems to have a point. According to a recent Ipsos New Zealand survey of 1,004 people, inflation and the cost of living remain the most urgent issues for 61% of New Zealanders — topping the list for the 15th consecutive quarter. After a brief dip earlier in 2025, concern levels have climbed once again, underscoring ongoing public frustration with household affordability.
To cope, Lang urges shoppers to focus on unit pricing — comparing items by weight, volume, or sheet count instead of total price. This approach exposes hidden reductions and helps consumers make smarter choices. For example, in one Auckland Central supermarket this week, “long” roll toilet papers varied significantly in value: Paseo’s eight-pack of three-ply rolls cost 45 cents per 100 sheets, Cotton Softs’ six-pack of three-ply was 38 cents, while Purex’s six-pack of two-ply — even after its sheet reduction — was on special at 26 cents per 100 sheets.
Since August 2023, the Consumer Information Standards (Unit Pricing for Grocery Products) Regulations have required grocery stores to include unit pricing both in-store and online. This rule aims to make such comparisons straightforward — though many shoppers still focus on the overall price tag, not the true value behind it.
But here’s the controversy: while some argue shrinkflation helps businesses survive inflation pressures, others see it as borderline deceptive, eroding consumer trust. Should companies be more transparent about reducing product sizes? Or is this just smart business in tough economic times?
What do you think — is shrinkflation a necessary evil or a manipulative pricing trick? Drop your thoughts in the comments below; it’s a debate every shopper has a stake in.
