Consumer champion Which? is calling on supermarkets to make pricing clearer warning confusing pricing practices are making it difficult for shoppers to work out which food and drink products are the best value. Some versions of the same product can cost up to three and a half times more (346%) per unit at the same supermarket, the consumer champion has found.
They said this highlights why clear and consistent unit pricing is vital for helping consumers to find the cheapest option. In a survey, Which? found that seven in 10 people (72%) could not work out the cheapest item in a range of real-life examples from supermarkets.
As part of the investigation, Which? tracked the prices of 10 popular groceries including Coca-Cola, own-label semi-skimmed milk, Dairy Milk chocolate, Nescafe instant coffee and Weetabix at Asda, Morrisons, Sainsburys and Tesco for three months.
