Remember when you were young, and any food item appeared to have more in the box, the can, or the wrapper? Well, it did.

You’re ready to have your morning cereal, and you look down and notice the difference. The box isn’t filled to the top.

Yes, the cereal amount is not the same as it used to be. Your product has been downsized.

Being a McDonald’s junkie, my quarter-pounder with cheese always seems a little smaller. I wonder if they actually weigh them?

Welcome to shrinkflation.

It occurs when manufacturers decrease (or shrink) the quantity of an item without a corresponding price drop. Sometimes the price doesn’t change at all. The price can be reduced slightly, but the per-unit price — the price per ounce — is still higher than before. This usually contributes to overall inflation.

With today’s rising food costs, we’re all beginning to take notice. But most of us are looking strictly at the price of the package and not the amount in it.

According to national surveys, the most noticeable items are cereal, chips, candy bars — check your Hershey kiss package — paper towels and toilet paper.

Even Gatorade took a hit, going down from 32 to 28 ounces. Take a look at your toothpaste tube next time you brush. Crest has reduced its standard size from 4.1 to 3.8. You can lose a few extra brushes without that 0.3 ounces.

Surprisingly, though, we have been fooled for a long time.

“The national news media’s focus on (shrinkflation) has brought attention to this practice, but it’s really not new,” Julie Companey, director of Client Strategy, Grocery Drug Dollar Channel at Vericast, a data-driven marketing firm. “Cereal, bath tissue, coffee and ice cream have all been downsized over the years to allow the price to stay at a certain level, but the consumer is getting less.”

With a bump in inflation and prices not dropping, consumers are taking action.

84.51° is a wholly owned subsidiary of Kroger — a southern-based grocer — that specializes in retail data science, consumer insights, and targeted media, stated that 38% of consumers are shopping less frequently and 43% are purchasing fewer items at the store.

In addition, 50% of shoppers say they have switched to lower priced brands to save money.

Consumers are willing to trade down in certain categories. 59% of consumers have switched to less expensive paper products, 53% have swapped out their shelf stable items, and 52% are buying cheaper cleaning products.

What can you do about it? If you want to the time, here are some suggestions:

If you want to dig a little deeper, don’t look at the retail price alone. Check the shelf tag for the price per ounce, pound, or count to easily identify your best deal.

Also, consider buying supermarket or generic brands that usually maintain traditional sizes and can save your money. Many of your store-brand items are made by national brands. General Mills’ makes Walmart’s Great Value Toasted Oats — their brand of Cheerios — and the box contains more and sells for less.

Another solution is to buy in bulk because wholesalers will preserve the true cost-per-unit. That can help you escape the markups usually with smaller packaging. With outlets such as Sam’s Club and others, bulk buying is a growing trend, regardless of your family size.

Finally, if you’re passionate about it, you can use social media to state your case. You can track your favorites through www.consumerworld.com.

In the past, it was about the quality and not the quantity. We always felt good about the quantity. Not anymore.

But, let’s face it. We’re looking more at the price than at the ounces.

Unfortunately, it’s time we take a hard look at both of them.

In the meantime, don’t be too disappointed when you open your cereal box.

Write to Jeff Moeller at tneditor@tnonline.com