A major concern has been raised by Australia's consumer watchdog regarding the increasing trend of per-item pricing at supermarkets, which has left many shoppers feeling shortchanged and confused. This controversial practice, as highlighted by Gina Cass-Gottlieb, the chair of the Australian Competition and Consumer Commission (ACCC), undermines the transparency that consumers deserve when making purchasing decisions.
The issue came to light when Guardian Australia reported on the price discrepancies between supermarkets, specifically regarding the pricing of fruits and vegetables per item rather than by weight. For instance, at a Woolworths store, small bananas were sold in bunches of five, priced per bunch, while larger bananas were priced by weight. This resulted in the smaller bananas being double the price per kilogram, a fact that most customers would not have realized without doing complex calculations in the aisle.
Cass-Gottlieb emphasized the importance of consistent unit pricing, stating that retailers should use a uniform measurement to allow shoppers to compare prices easily within and between supermarkets. She added that the ACCC's priority is to ensure that price claims made by supermarkets are transparent and truthful, given their significant impact on household budgets and the economy as a whole.
However, the criticism comes at a time when inflation is on the rise, with groceries and other household costs increasing sharply. In addition, the ACCC is currently suing Coles and Woolworths over allegations of offering misleading discounts on everyday products, further highlighting the need for transparency in pricing practices.
In stores, Woolworths, Coles, and Aldi have all expanded their use of per-item produce pricing, often without displaying the weight-based price alongside it. This lack of transparency extends to Aldi's Australian stores, which do not provide scales for customers to weigh produce.
The supermarkets' online practices also vary, with Woolworths using fixed prices for some produce regardless of weight, while Coles and Aldi adjust the final price based on weight. The supermarkets defend their per-item pricing, arguing that it simplifies budgeting and choice for customers.
Despite the Albanese government's commitment to strengthening the unit pricing code, no reforms have been announced to address this practice. The rise of per-item charging has resulted in significant price discrepancies, especially for larger produce items like cauliflowers, broccoli, and avocados, which are often quickly snapped up, leaving smaller items for the next wave of shoppers. Online shoppers using delivery services are particularly disadvantaged, as they have no control over the size of the produce they receive.
Ian Jarratt, a consumer advocate and pioneer of the Queensland Consumer Association's unit pricing in Australia, advocates for all produce to be priced and displayed per weight. He argues that while supermarkets can provide approximate item prices, the actual charge should be based on a per-kilo basis to ensure fairness and transparency.
"The base problem with what supermarkets are doing is that there is not sufficient transparency," Jarratt said. "Why should you be penalized because someone else picked up the big cauliflowers?"
This issue raises important questions about consumer rights and the role of supermarkets in providing clear and honest pricing information. What do you think? Should supermarkets be required to display prices per weight to ensure fairness and transparency? Share your thoughts in the comments below!
