I've noticed that too.I'm sure things are being watered down. As are the cleaning supplies. There's no way the manufacturers can stay in business with fixed prices and offer the same quality of product when the cost of all their supplies are going up. I listened to a podcast the other day with one of the manufacturers stated due to the price fixing they are having to get creative with ways to keep prices down while still keeping a presence in the AR market. The method they spoke of was decreasing the volume of products to make them affordable but I'm certain that isn't the only trick they've got.
I've noticed the laundry detergent is thin as hell. Some window cleaning stuff I bought the other day left a weird film all over the window. Ended up just cleaning it with soap and water.