While the trend they're highlighting is absolutely real, it looks like the math in their first example isn't quite right:

> For example, Carrefour said a bottle of sugar-free peach-flavored Lipton Ice Tea, produced by PepsiCo, shrank to 1.25 liters (0.33 gallons) from 1.5 liters (0.3 gallons), resulting in a 40% effective increase in the price per liter.

Assuming the price per unit stayed the same (which is the implication), this is a 20% effective increase, not 40%.