Dr. Timothy Dewhirst a marketing professor in the Department of Marketing and Consumer Studies, explained the concept of “shrinkflation” to the Toronto Star. 

Dewhirst said shrinkflation isn’t new but was likely limited to only certain products in the past. Inflation, the pandemic and the Ukraine-Russia war are now “inviting [shrinkflation] to be very commonplace.” 

A senior research fellow in marketing and public policy, Dewhirst’s expertise includes marketing and society and public policy, and brand strategy.