Supermarkets are confusing shoppers with unclear product pricing, according to Which?.
The consumer group said that some versions of the same product can cost up to 346% more per unit at the same supermarket and that clear and consistent pricing is vital to help people to get the best value.
In a survey of 2,000 adults, Which? found that 72% of people could not work out the cheapest item in a range of real-life examples from supermarkets.
It also tracked the prices of 10 popular grocery items, including milk, chocolate, Coca-Cola, instant coffee, and Weetabix, at Asda, Sainsbury’s, Morrisons, and Tesco for three months.
Image: There is a unit price here – but not for those getting the Clubcard price. Pic: Which? Image: Which of these is the best deal per pepper? Pic: Which?According to Which?:• Tesco had up to 17 different-sized versions of Coca-Cola with prices varying between 11p and 50p per 100ml• The price per 100ml of own-brand semi-skimmed milk at Morrisons varied between 6p and 13p• Unit pricing for fruit and vegetables across the supermarkets could be based on individual items, per pack, or per kilo, making comparisons difficult• At Lidl, peppers were priced “per piece” and “each”• At M&S “each” meant both one pack of four pears and a single pear• Sometimes price per unit was displayed but was not adjusted for promotions or if the overall price had been reduced, and sometimes it was not given for items in multi-buy deals
Image: There is a unit price on this steak but it does not apply to the reduced price. Pic: Which? Image: The price per unit is obscured by the promotional banner. Pic: Which?Which? said that displaying goods and, therefore, unit prices, is governed by the Price Marking Order of 2004 but the legislation says a range of units can be used depending on the product type – something that can result in shopper confusion.
A Morrisons spokeswoman said the supermarket chain shows unit pricing on milk, fruit and vegetables at the point of sale.
More from BusinessTesco said it sells a wide range of products for customers to choose from at different price points.
It said that its branded and own brand cola includes a selection of two-litre Coca-Cola products equating to 9p per 100ml, with some other items being more expensive due to being sold in glass bottles.
A Waitrose spokesperson said: “We regularly review all our products to ensure our unit pricing is clear and consistent, so that customers can compare prices and save money.
“Our partners are always on hand to assist customers with any pricing queries.”
It is understood that some multi-buy offers do not have unit pricing displayed because they include different product combinations – a three for £10 meat deal, for example, where the unit price could change depending on which meat items a customer chooses.
Sky News has also sought responses from the other supermarkets.
Sue Davies, Which? head of food policy, said: “At a time when food prices are a huge concern, unit pricing can be a useful tool for shoppers to compare and choose the cheapest groceries but unclear supermarket pricing means the vast majority of people are left struggling to find the best deal.
“Small savings can add up and make a big difference but unless supermarkets make unit pricing much more prominent, legible and consistent – as well as displaying it on their promotional offers – people will continue to risk missing out on getting the best value.”