Supermarket price tags could be causing shoppers to spend more. A report by The Sunday Times found labels across hundreds of products at Tesco, Sainsbury’s, Asda and Morrisons lacked clarity causing confusion.
The survey found cases where buying in bulk is a false economy, with smaller pack sizes costing less per unit than bigger or family-size packs. Furthermore, it is far from the case that buying fresh produce loose is cheaper due to the amount of variations between products and stores.
The research found that it was often difficult to compare prices when packaged produce gave a per unit price but the loose produce gave a per kilo price. Other labelling could be confusing with oils priced per 100ml and others priced per litre in Morrisons.
