UK - It's probably happened to you in a supermarket aisle, or maybe at home while making a favourite family recipe. You'll notice something odd – a can of tomato soup seems to hold less than it did, or the tuna used to be enough for three sandwiches, not two. It might dawn on you in the bathroom, where last month the household went through twelve rolls of toilet paper, up from the usual 9 or 10. You aren't imagining things. If you look closely at the fine print on the packaging, you may see it has changed ever so slightly, the numbers ticked down by a few ounces, the sheets on those rolls have grown shorter. And there have probably been many, many times that you just haven't noticed. All around you, all the time, many consumer products are growing lighter, thinner, less substantial – all while maintaining the same price.