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November 9, 2010, 3:00 am

Why your toilet paper is shrinking

When times are tough, companies don't want to raise prices. Instead the things we take for granted get a little smaller.

By Beth Kowitt, writer-reporter / Graphic by L-Dopa

Everything shrinks in a recession: GDP, investment portfolios, even the products on store shelves. Consumer  goods companies know that customers won't go for price increases during a downturn. Instead they often use a different tactic to offset things such as new competition or the rising cost of raw materials: cutting quantity while maintaining price. Yet it may not be obvious that your ice cream or OJ containers have shrunk. Manufacturers must note new specs on packaging, but the changes don't have to be advertised (ever seen a now smaller! label?). Here's a look at one of the most recent examples.

Toilet paper is not the only thing shrinking. Bags of any kind of chips are 3/4 air and 1/4 chips. Soft drinks, juices etc. contain less but yet the price is either the same or more. Where does it stop. Do you think we are fools?

Posted By Yvette, Hollywood Florida : November 9, 2010 1:11 pm

I am 79, as a kid we used old newspapers ruffed em up to soften. oh yeah we had outhouses.

Posted By c morrow, greeneville, TN : November 9, 2010 1:03 pm

WalMart shrunk their GV sugar to 4 lbs., then they raised the price of Domino's 5 lb. bag by 50 cents, to force us consumers to buy their 4 lb. bag. As if they really think that no one will notice. Do they think we are stupid? Things like this have been happening for as long as I can remember. It's all about greed.

Posted By Tony, Olean, NY : November 9, 2010 12:57 pm

Kimberly Clark has not only shrunk the size, (and quality), of ALL of their products, they have oursourced ALL of the jobs to foreign countries. NICE!

Posted By Tony, Olean, NY : November 9, 2010 12:53 pm

If paper towels shrink as well, perhaps one day we can use THEM as normal size toilet paper !!!

Posted By Bob Colombo, Ridgewood NJ : November 9, 2010 12:49 pm

They also increase the size of the cardboard roll, And quilt it to make it fluffy. To make it seem as a regular roll.
The double rolls are a lot thinner and you have to use twice as much.
So were is the savings???

Posted By dick Hinz, Antioch, IL : November 9, 2010 12:35 pm

Those of us with built is toilet paper holders really hate these companies and their 'economizing'. We have to actually pay attention to the width of the roll and not comfort now so that the roll will stay on the holder and not fall on the floor and roll away when you NEED to use it!!!

Posted By C. Kilpatrick, Mesa, AZ : November 9, 2010 12:30 pm

Thank Goodness, corn cobs are still the same!

Posted By Marty Maze Baltimore MD : November 9, 2010 12:16 pm

Has our economy really affected the toilet paper mfg industry to the all time low that it is? I just can't believe the economy is the only culprit here. There are so many recycling programs they (mfg's) could tap into to keep the TP roll sizes from shrinking, and, keep the price level too.
I think it is mostly greed. The TP mfg's are greedy, and getting greedier. To the point of insulting us consumers by touting on their packaging what great bargains we are getting. Their claim that roll sizes are doubled or even tripled are as phony as phony can get.
We all need their products. TP is a priority item on most of our grocery lists...we have to have it. They know this. But still they choose to insult us with such riduculus toutings.
Why???

Posted By Nadine Garwitz Garland, Texas : November 9, 2010 12:11 pm

Great. Just what I needed as my ass is getting bigger, but now the paper's getting smaller!

Posted By Pablo, Washington, DC : November 9, 2010 12:05 pm

All of this takes your decorating to a new low. Bath tissue fixtures don't seem to fit in anymore with that roll flopping back and forth. It's a little hard to fix when it's recessed in the ceramic tile wall.

Posted By M.T.Sommers, Philadelphia, PA : November 9, 2010 12:00 pm

Article doesn't explain why staples such as Dial soap & Dawn have been downsizing their products for several years before the economic downturn. Dial has shrunk from a 5 oz. bar to the current 4 oz. bar over the past ten years. If that doesn't sound like much, put the 2 sizes side by side.

Posted By David A, Ft. Myers, FL : November 9, 2010 11:58 am

Honestly, this is smart management as long as quality is not compromised.

Posted By Akachukwu : November 9, 2010 11:49 am

I KNEW IT!! And I thought that it was simply that I am no longer considered "full of it" that I don't need as much... not to mention that my daughters go through a roll a day it seems; didn't used to be that way. Another thing I noticed is that the center tube is also a wider diameter than before.

Posted By CaptainWes, Beaumont, TX : November 9, 2010 11:46 am

What else is new? Products are shrinking, right along with our paychecks. And, in case no one has noticed, that hasn't stopped the prices from going up as well. Is this how the recession is supposed to end? I think that the consumer, the working class, has already been squeezed, (Charmin pun intended), to the breaking point. Enough already!

Posted By Tony, Olean, NY : November 9, 2010 11:36 am

I guess that the only way to offset this is to eat less.

Posted By JohnGaltSr. Bethlehem, PA : November 9, 2010 11:34 am

Yep, the ever shrinking product, like the people won't notice! They insult us as well as rob us. For shame.

Posted By Bernadette, Toronto, Ontario : November 9, 2010 11:34 am

how about the box.s of cereal box.s same size but only have the wieght inside like a kids or two days for one of breakfast ppl see this so will change to some thing else . i will thanks for the post good one

Posted By irene holland melbourne fla : November 9, 2010 11:32 am

Why is this a story? Anyone who wipes his butt has known this was happening. The only thing I can figure is that you are trying to put it into a "green" prospective

Posted By Ed Martin, Odessa, Tx : November 9, 2010 11:28 am

What else is new? Just another attempt to fool us consumers.

Posted By pw Albuquerque, NM : November 9, 2010 11:22 am

Although Scott calculates fuel savings proportional to reducing the size of the product, conversely consumers will likely use the same 12-17% more product which will not only increase the number of truckloads Scott must use to maintain supply/demand levels (eliminating the savings argument) presuming Scott doesn't lower the price in propostion to the new format, it will (as was likely intended) increase sales thus increasing profit-which is the real reason for providing a more diminutive product.

Posted By Bob Stock, Cary, IL : November 9, 2010 10:48 am

Americans asses are getting bigger and wider and toilet paper is getting narrower and smaller. What a trip.

Posted By rudy pitz, rochester hills,mi : November 9, 2010 10:45 am

This, as a result of Greenspan and Bernanke's easy Monopoly money. Stop printing money and causing inflation.

Posted By Control the Fed Rsv, Anywhere USA : November 9, 2010 10:45 am

And yet they conveniently overlook the drop in pulp costs from mid-2008 until very recently. They were happy to keep things the same size during that period of time while holding the price right up where it had been in early 08. That's what pisses people off.

Posted By Jerry C Huntsville AL : November 9, 2010 10:43 am

When I was a kid, a few years ago, toilet paper came as a roll. No double or triple size. There were 400 sheets. They started having fewer and fewer sheets. When it got to 160 you were paying as much for the cardboard center as the toilet paper. Double rolls for double the price were still smaller than before. Now, just make each sheet smaller. Pretty soon the sheets won't cover your fingers when you want to use them.

Posted By Jim Barry, Gustavus, Ohio : November 9, 2010 10:23 am

So we will have to buy more product to take care of the same business---does that mean more trucks???? Remember when they lowered our toilet flush capacity? Now it sometimes takes two flushes. Next they will lower our taking care of business.

Posted By Julian Chas., SC : November 9, 2010 10:18 am

crazy. makes one use more to get same "bulk" so nothing is saved except profits to companies. I now lok for a brand that is more like older size and I do NOT buy the brand I think is ripping me off!!!

Posted By bill langley sebastian, fl : November 9, 2010 10:08 am

We have been taken for fools. What they pawn off on us as "double Roll" is the size that we used to buy until they figured out how to gouge us bygiving less and getting more $$$. The paper companies know the alternative is not going to be competion. Brilng back the catalogs.

Posted By Mary, Chapel Hill, NC : November 9, 2010 10:05 am

A lot of companies shrink the size AND raise the price!

Posted By Judy St. Louis, MO : November 9, 2010 10:02 am

Prices haven't gone down though.

Posted By H Houston,TX : November 9, 2010 10:01 am

Candy bars and boxes of cereal shrink once in a while too.

Posted By Margaret, Napa, CA. USA : November 9, 2010 9:34 am

The worst size decrease comes with the ice cream tub. 64 oz tubs are long gone now they sell 48 oz tubs. That alot of ounces to lose to keep the price basically the same. Second worst is Coffee. Once upon a time coffe came in 16 oz cans. Now they are 11 to 11.5 oz.

Posted By Joe, New York, NY : November 9, 2010 9:33 am

And...they think this isn't a price increase???? I noticed this with Charmin a year or so ago and even called them. They told me that people didn't notice the difference. That kind of arrogance is what causes companies to fail. If you treat your customers like idiots, they will know it and will pay you back.

Posted By Susan, South Florida : November 9, 2010 9:20 am

UH yeah right. The less sf per roll means people have to buy MORE rolls, which means the SAME number of trucks will be used..oh wait, more useless cardboard tubing must be used so it will mean MORE trucks...but the company will make more money.

Posted By Wood, Arlington, Va : November 9, 2010 9:02 am

The companies are full of what goes on the toilet paper! Good thing I stocked up on a generic brand early at a good price... will last me the whole year!

Posted By tmc, NY : November 9, 2010 8:33 am

Smaller packages mean that buyers have to buy more of them, which means the truck has to be the same size, simply containing more but smaller boxes.

Consumers select by checking the price per square foot, meaning that smaller sheets with the same price makes the rolls less price-competitive.

Really, consumers are experts already on this kind of manipulation.

Posted By JRLarsen, Fulton GA : November 9, 2010 8:28 am

I used to use Quilted Northern until I did notice a larger edge protruding from my roller. Shorter width or less paper seem to be the choice, but cutting both can't be good.

As a consumer, I'd rather have something less obvious of the economy's shrinking, not a reminder when I'm in the restroom. Hence, I no longer invest in that product.

Posted By Michelle J. Brewer, Draper, UT : November 9, 2010 8:12 am

Oh yeah, and more waste packaging to be disposed of per wipe. Another cost shift to the consumer.
Quality and value of Scott products have gone downhill since Kimberly Clark abducted and pillaged the company. The downsizing of the rolls and sheets have little to do with actual cost of production or shipping but more to do with all American corporate greed and overpaid and over bonused CEOs.
If pulp prices are higher then why are the folks actually cutting and delivering it getting less for it than 5 years ago?

Posted By Dean, Huntington, Vermont : November 9, 2010 7:35 am

No problem, if ordinary toilet paper shrinks too far, we can all just switch to dollar bills.

Posted By Richard Bartholomew, Düsseldorf NRW : November 9, 2010 6:48 am
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