The article from Vox explores the confusing marketing practices in the toilet paper industry, particularly the phenomenon of "shrinkflation," where products are sold at the same price or higher while containing less material. It highlights the discrepancy between advertising claims and actual product sizes, emphasizing how terms like "mega" and "super" rolls vary significantly between brands, creating a challenge for consumers trying to find the best value. Despite a growing awareness of this issue, the lack of standardization and transparency in labeling makes it difficult for shoppers to make informed choices. The piece suggests ways consumers can navigate these marketing strategies and notes the broader implications of such practices in consumer goods.

Key Points:

• Shrinkflation: Toilet paper rolls are sold with fewer sheets, yet prices often remain the same or increase.
• Confusing Terminology: Terms like "mega," "double," and "triple rolls" vary by brand, complicating comparisons.
• Lack of Standardization: There’s no consistent measurement for a "regular" roll, making it hard to assess true value.
• Price Comparison Difficulties: Variations in measurement units across retailers hinder straightforward price comparisons.
• Consumer Tools: Some have created calculators to help determine the best deals on toilet paper.
• Increased Usage: The pandemic caused a rise in toilet paper demand, contributing to price hikes.
• Potential Solutions: Suggestions for improved transparency in labeling and unit pricing to help consumers.
• Cultural Context: The article notes the unique and often misleading marketing practices in North America compared to other countries regarding toilet paper.
  Link to Article