I don't particularly care about shrinkflation. It gets calculated in the CPI (obviously) and most of the time it's goods that are unhealthy and overpriced to begin with.
Like British housing, horribly overpriced and half of it has mould.
It's marketing, distribution, etc. I don't think inflation is their excuse to squeeze more money out of you as it is to spend more in other areas of the business, as they should.