(CNN) -- If you've noticed less cereal in the box or less ice cream in the container, you're not losing your mind.
Companies are opting for smaller packaging to offset rising costs.
It's called "Shrinkflation" and it's been around for decades, but it typically becomes more common when companes' costs go up, like the inflation surge we are seeing.
Consumers notice price hikes, but they're less likely to notice a smaller box on the shelf or a few sheets missing from the toilet paper roll.
