John Defterios: In Africa, the decision to shrink products has a long history. He says firms have realized that in order to keep their margins high, they have to appeal to consumers who are cash poor and can't get credit. More and more Africans are feeling the pinch from inflation, he says. And I think while the rest of the world is definitely struggling as well with a cost of living crisis, it's much more acute on the continent because consumers have far less wiggle room.