Shrinkflation? Supply Shortages? The reason why Costco’s new bakery cookies have a smaller count

There’s a new bakery treat making waves at Costco: brown butter sugar cookies, thick and golden with a crispy sugar-dusted edge and soft center. Fans say they’re even better warmed up. But while the cookies themselves are drawing praise, the packaging is raising eyebrows – for what isn’t there.

Each container holds 21 cookies. Not 24. It’s a strange number for a bulk warehouse known for round dozens and even dozens of dozens. And shoppers have questions.

That’s not to say Costco is hiding anything. The packaging clearly reads “Brown Butter Sugar Cookie – 21 Count” in big, bold font. A box weighs in at 30 ounces and sells for $7.99.

Why are there 21 not 24 Costco cookies?

So, why 21? Costco hasn’t said. There’s no official explanation from the company, but it’s not the first time product sizes have quietly shifted.

In late 2024, customers were already grumbling about smaller slices of peppermint bark during the holidays. And more recently, butter croissants sparked debate after their price jumped without much warning. For some, the pattern is clear: shrinkflation – the industry term for reducing portion sizes without lowering prices - is creeping into the Costco bakery.

But here’s where things get tricky: the 21 brown butter sugar cookies are cheaper than their 24-count cousins. At $7.99, they come in about $3–$4 below the other cookie varieties. You’re paying less, and you’re getting less. That may not be shrinkflation in its purest form, instead just be a pricing decision that puts them in a different tier.

Still, customers aren’t thrilled. One comment on an Instagram video by fan account @costcobuys (above), which first showcased the new cookies, summed up the mood: “Costco bakery items are no longer worth it. First the size of the muffins changed, now the frosting on the cinnamon rolls too.”

Whether this cookie conundrum is driven by inflation, supply costs, or internal price-point testing, it’s clear that expectations are shifting. Customers shopping at warehouse stores expect bulk and value. Getting shorted three cookies might not break the bank, but it can affect the perception of getting a deal.

And that’s what makes this more than just a sweet little mystery. It’s a sign of the times. Inflation may not always show up in the sticker price – but it might show up in your cookie count.

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