Supermarket shoppers are struggling to identify the cheapest version of products in large supermarkets. Consumer champion Which? found some versions of the same product can cost up to three and a half times more (346%) per unit at the same supermarket.
The group is now calling for supermarkets to clearly highlight unit pricing to help shoppers. It comes as soaring living costs continue to bite most families in the pocket.
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, it tracked the prices of 10 popular groceries including Coca-Cola, own-label semi-skimmed milk, Dairy Milk chocolate, Nescafe instant coffee and Weetabix at the ‘Big Four’ supermarkets (Asda, Morrisons, Sainsburys and Tesco) for three months.
