Rules by country / Americas / Brazil shrinkflation law
Brazil shrinkflation law (reduflação): what a smaller pack must say
In Brazil, a pack whose quantity changes must say so on its front for at least six months: the change, the quantity before and after, and the difference in grams or millilitres and in percent. We work out which pack and price changes still pay once shoppers can see them.
A guide, not legal advice. The label must give the quantity before and after, and the change in units and in percent.
A price and pack plan for Brazil
Which pack sizes and prices make the most profit now that every quantity change is on the front of pack, product by product and channel by channel.
- What each pack change would do to volume and profit, once shoppers can see it
- When a price rise beats a smaller pack, and when it doesn't
- Which pack sizes and price points to lead with
- A price and pack plan for each retailer, and an Excel model
How your results look
| Product | The change | Our advice |
|---|---|---|
| Coffee, 500g to 450g | Notice for 6 months | Raise the price instead |
| Biscuits, 200g to 180g | Notice for 6 months | Add a size instead |
| Juice, 1 litre, price up 5% | Same pack: no notice | Lead with it |
Fictional products. Every real result comes with the expected sales and profit, and a likely range.
Your options
Every option has a fixed price, agreed before we start.
Price and pack plan
- Which pack and price changes pay, product by product
- Price plan for each retailer
- Scenario model and a walk-through
Pricing review with pack sizes
- Everything in the price and pack plan
- Prices and promotions for the whole range
- How your products take sales from each other
Portfolio review
- Everything in the pricing review
- More retailers and data sources
- A plan for each channel
After the project: a refresh before each pricing round, from £2,000 (about R$ 13,000). Prices are fixed in pounds sterling; amounts in reais are a guide at October 2026 exchange rates. We're based in the UK and work remotely, in English, under NDA.
How it works
From the first call to your plan in about three weeks.
A free 15-minute call
Tell us about your range. We say whether a review would pay for itself, and quote a fixed price.
Your data
Sales by product and retailer, recipes and costs. We sign an NDA before anything moves.
Your plan
Which pack and price changes pay, and where a notice is needed, walked through with your team.
Brazil shrinkflation law: the detail
Open only what you need.
- Law
- Portaria 392 of 29 September 2021 of the Ministry of Justice and Public Security, in force since 30 March 2022; it replaced Portaria 81/2002
- The label
- That the quantity changed, the quantity before, the quantity after, and the amount added or removed in absolute and percentage terms
- Where
- On the main panel, in capitals, bold and a colour that contrasts with the background, at least 2mm high (1mm on panels up to 100cm²); never in a seal or twist
- How long
- At least six months from the change
- Small packs
- Where there is no room, the pack may say only that the quantity changed, with the detail on the outer packaging
- Penalties
- Fines under the Consumer Defence Code, which can reach almost R$ 10 million
Raise the price instead
A visible price rise can cost less volume than a visible cut in the pack.
Add a size
A new pack beside the old one gives shoppers a choice, rather than a cut they discover.
Keep the pack, raise the price
Products whose sales hold up don't need a smaller pack to protect the margin.
What is reduflação?
The Brazilian word for shrinkflation: less product in the same pack, often at the same price.
Is shrinkflation legal in Brazil?
Changing the quantity is allowed, but the front of pack must say so for at least six months, with the quantity before and after and the change.
What is the reduflação law?
Portaria 392/2021 of the Ministry of Justice, in force since 30 March 2022.
How long must a pack size change be shown in Brazil?
At least six months from the change.
How much does a price and pack plan cost?
A review of up to 10 products has a fixed price from £7,500 (about R$ 51,000) and takes about three weeks. For 11 to 50 products, a full pricing review costs around £17,500 (about R$ 120,000). It starts with a free 15-minute call.
Do you work with brands in Brazil?
Yes. We're based in the UK and work remotely and in English, under NDA. Prices are fixed in pounds sterling before we start, and the first step is a free 15-minute call.
- Portaria MJSP 392 of 29 September 2021 (full text, in Portuguese)
- Mattos Filho, new obligations for suppliers on the quantity of packed products (in Portuguese)
- Idec, reduflação: can a product be smaller in the same pack? (in Portuguese)
Checked on 25 October 2026. Rules and rates change, so check the official source before making decisions. This page is not tax advice.