Supermarkets' Confusing Price Policies ‘Costing Shoppers Dear'

72% could not work out the cheapest buy in a range of items

- Ian Fletcher

Shoppers are being left out of pocket by a confusing array of supermarket pricing practices, a consumer watchdog report claims.

The “vast majority” of customers struggle to know the best deals for popular everyday products due to huge inconsistencies in ticketing.

Which? demands chains make their offers clearer, insisting unit pricing is an important tool for people.

Some versions of the same product can cost up to three-and-a-half times more per unit, the research revealed.

Which? found 72 per cent of people could not work out the cheapest buy in a range of supermarket items.

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