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September 6 2012
Which? found that nearly three quarters of consumers questioned felt that supermarkets are trying to mislead them by using confusing pricing practices. This can make it difficult for shoppers to identify which products and promotions are the best value for money.
Under current legislation, retailers are required to provide both a selling price and a unit price for food. The unit price is the price by weight or volume that allows shoppers to compare the true cost of products, even if they come in different sizes.
Of the shoppers Which? questioned who used unit pricing, 88% said it helps them to work out which products and promotions are the very best value for money.
Of those shoppers who were aware of unit pricing but do not use it, over a fifth said it was because unit pricing is too small and hard to read.
“With household budgets squeezed and rising food costs among the top worries for consumers, it’s all the more important that stores make it as easy as possible for people to spot the best value products,” said Richard Lloyd, executive director of Which?. “All food and drink should be clearly and consistently priced by weight or volume across all stores, including products which are on special offer.”
Which? is calling for consumers to support the campaign by signing a pledge calling for supermarkets to use clear, simple price labeling at www.which.co.uk/unitpricing
People can also tweet pictures of confusing unit pricing to @whichaction using #priceitright.