CASH-STRAPPED shoppers are feeling the cost of living bite again as toothpaste brands hike prices and cut pack sizes.
In the latest example of "shrinkflation", where products get smaller but prices get bigger, a regular tube of Colgate Max Whitening Complete is down 15ml but &pound;1.99 dearer.
At &pound;3.50, a 100ml pump of Colgate Total costs 25p more for 25ml less, while the brand's Max Fresh has&nbsp;shot up from &pound;2.85 to &pound;5 for 125ml.
Mouthwash prices are leaving a bad taste, too. A 500ml bottle of Listerine Total Care Stay White was &pound;4.30 but a half-size bottle is now &pound;3.30. And while Corsodyl Fresh Mint fell &pound;2 to &pound;6, the bottle shrank&nbsp;to 300ml - half its original 600ml.
One shopper said: "Same size, same price, 25% less. Thanks, Colgate, for the stealthy shrinkflation." Consumer champion Martyn James said: "Businesses try it on with shrinkflation."
Other products to shrinkflate include cereal, tea and washing powder. Inflation on household items was a record 19.1% in March.
The companies were contacted for comment.

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