Some Halloween candy multipacks in Canada have quietly shrunk while prices stay the same, raising consumer concerns over shrinkflation.
Canadians Notice Smaller Candy Packs
This Halloween, Canadian shoppers may find their favourite treats looking familiar — but lighter. A Maple News Wire analysis of 2024 and 2025 retail ads reveals that Mars Inc. and The Hershey Company have reduced the weight of several popular Halloween chocolate multipacks by as much as 17 percent, without lowering prices.
Though the number of mini-bars in each box remains the same, their total weight has dropped significantly. A Mars “fun-size” 65-bar box that weighed 782 grams in 2024 now weighs 672 grams — a 14 percent decrease. Hershey’s 50-mini-bar pack is also down 6.2 percent in weight, while its 100-bar pack shrank 3.8 percent.
Both companies say they occasionally update their product sizes and assortments to “reflect consumer preferences,” but they did not provide specific reasons for the reductions.
Rising Cocoa Costs Behind the Change
Global cocoa prices have more than doubled over the past two years, driven by extreme weather in West Africa, the world’s leading cocoa-producing region. Poor harvests have cut supply, pushing costs higher for chocolate makers.
“Sometimes those farmers don’t have the financial capacity to replant after a bad season, which limits global supply,” explained Jordan LeBel, a food marketing professor at Concordia University. “Companies then face higher costs, and shrinkflation becomes one way to protect margins.”
According to Statistics Canada, confectionery prices increased 10 percent nationwide over the past year, amplifying pressure on producers already coping with expensive ingredients.
The Quiet Cost of Shrinkflation
Consumer advocates argue that shrinkflation is misleading, as it hides a price increase behind familiar packaging. “It’s not really transparent,” said Sylvie De Bellefeuille, a lawyer with Option Consommateurs. “If Canadians knew a product had been downsized, they could make better-informed decisions.”
While Mars and Hershey emphasize value and variety, consumer groups say the changes highlight the need for better disclosure when products shrink. The practice, they add, is particularly concerning as Canadians continue to face elevated grocery costs.
Calls for Clearer Labeling
Several countries, including France and Brazil, already require stores to alert customers when a product’s weight or volume decreases. Advocates want Canada to follow suit by mandating temporary labels or shelf notices when downsizing occurs.
“If companies want to sell a smaller product for the same price, that’s their choice,” said De Bellefeuille. “But they should be upfront about it for a certain period of time.”
However, Professor LeBel notes that enforcing such transparency could be complicated. “How will regulators police it, and what penalties would apply?” he asked.
Federal Oversight Underway
The federal grocery task force, created in 2023, has been investigating shrinkflation as part of a broader review of retail practices affecting consumers. Innovation, Science and Economic Development (ISED) Canada confirmed that it has funded multiple studies into pricing tactics and transparency in the food sector.
ISED also promotes public tools like the Food Price Data Hub, designed to help Canadians compare grocery prices and track packaging changes over time.
What It Means for Shoppers
For now, experts advise Canadians to check product weights and unit prices before buying Halloween candy or other grocery staples. While shrinkflation may help manufacturers weather supply challenges, consumers ultimately shoulder the cost.
