Consumers have been dealing with shrinkflation for years, a phenomenon where products are getting smaller while prices stay the same or go up.
It’s especially noticeable with household staples like laundry detergent, where shoppers are starting to feel like they’re paying more for less, and say the way it’s happening feels sneaky.
For some people, these changes are leading to questionable behavior in stores.
Caught on camera at Costco
TikTok user @gadzooks2025 posted a video catching a shopper doing something unusual at a Costco.
“This lady is topping off the laundry detergent at Costco,” the robotic TikTok voice says, with matching text on screen.
In the clip, a woman has two bottles of Tide in front of her and is pouring one into the other, seemingly to make sure she checks out with the fullest one.
In the caption, Gadzooks tagged Costco’s official TikTok account.
She isn’t the only one
This behavior isn’t unique. Other videos on TikTok, like those posted by @silenestar and @pr3tty.ke1, show themselves doing the same thing with liquid detergent.
A lawyer on TikTok, @ugolord, stitched one of these videos to break down why it’s illegal. While shrinkflation is real, he said, customers are paying for the number of ounces in a container, and “topping off” your bottle with product from another is theft.
HouseDigest also covered the trend, noting that while it may feel like a way to fight back against corporate greed, it’s still stealing.
Is there shrinkflation happening with detergent?
People have indeed noticed that products are getting smaller.
One user posted a photo to r/shrinkflation of a detergent that went from 144.5 fluid ounces to 105 ounces, while the package size and number of loads stayed about the same.
NPR also reported that Tide laundry detergent “shrunk a little bit, while costing more money.” A Reddit user on r/shrinkflation compared three bottles they’d purchased months apart: the oldest had 154 ounces, the next 146, and the newest just 132—all in similar‑sized bottles.
WCPO Cincinnati reported something similar with Tide powder detergent, which now comes in smaller boxes than before. However, in that case, Procter & Gamble claimed the formula is more concentrated to offset the size difference.
@gadzooks2025 @Costco Wholesale #foryoupage #foryourpage #fyp #foryou #fypシ ♬ original sound – SHOTTAWORLD??
Commenters are divided
Under Gadzooks’ video, opinions were split.
“Don’t blame her, blame greedy corporations for shrinkflation,” one commenter wrote.
Another agreed with the woman’s move, saying, “No she’s getting her money’s worth of laundry soap.”
But others were disturbed. “This is disgusting !!! REMOVE her membership!!!” one person said.
“Another family will suffer the consequences. Not right at all,” another added.
The Mary Sue has reached out to Costco via their contact form and Procter & Gamble via email. It also reached out to Gadzook via TikTok message to try to get in contact with the original creator.
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