'Shrinkflation': Way for Businesses to Raise Prices w/o Raising Them

When considering the topic of inflation—arguably the most important measure of our economy—what information gives us the truest picture of reality? The minutes from the most recent Federal Reserve Board meeting? The government's latest Consumer Price Index (CPI) number? Or that roll of toilet paper down the hall in the bathroom, the one that's now too narrow to fit on your old toilet paper holder?