Wall of Shame · Documented Brand
Cottonelle
Owned by Kimberly-Clark. We've documented 10 shrinkflation events across 5 products since 2022, with an average size reduction of 11.4% per event.
Total events
10
Products tracked
5
Avg shrinkage
-11.4%
First detected
2022
5 years of shrinking
Gaps for early years mean no documented claims, not no shrinkflation events. Reddit's r/shrinkflation was founded in 2013 and news coverage of shrinkflation only became routine after 2021.
20262 events · most covered first
Biggest individual shrinks
Reddit·2025-01-19
325ct
244ct
Mega Rolls
-24.9%325ct → 244ct
No archiveCottonelle Ultra ComfortCottonelle
312ct
239ct
Cottonelle Ultra Comfort
-23.4%312ct → 239ct
Reddit·2024-03-16
244ct
220ct
Toilet Paper
-9.8%244ct → 220ct
Reddit·2024-02-14
312ct
284ct
Ultra Clean Strong Toilet Paper
-9.0%312ct → 284ct
today.com·2022-05-06
340ct
312ct
Ultra Clean Care Toilet Paper
-8.2%340ct → 312ct
nbcdfw.com·2022-05-17
340ct
312ct
Ultra Clean Care Toilet Paper
-8.2%340ct → 312ct
No archiveUltra Clean Care Toilet PaperCottonelle
340ct
312ct
Ultra Clean Care Toilet Paper
-8.2%340ct → 312ct
No archiveUltra Clean Care Toilet PaperCottonelle
340ct
312ct
Ultra Clean Care Toilet Paper
-8.2%340ct → 312ct