Choice: Unit pricing problems leave customers confused

Consumer watchdog Choice is calling for greater transparency around unit pricing. 

The practice shows prices per litre, grams or kilograms to provide a true cost comparison between different package sizes.

But Choice’s most recent survey shows 64 per cent of customers are having issues when trying to use it with supermarkets using different units of measure for the same products, difficult to read or obscured pricing and unit pricing not being displayed at all.

“The research couldn’t be clearer - Australians value unit pricing and want to see it improved so that they can easily make comparisons in the supermarket” said Choice’s food and health expert Linda Przhedetsky.

Unit pricing is a significant issue for people who are blind or have low vision. 

“It’s really important for unit pricing to be displayed in a clear and readable font style and for font size to be as large as possible to maximise readability for people who have low vision, including many older Australians” said Vision Australia’s Chris Edwards. 

“With the increased availability of online shopping, it’s also important for unit pricing information to be a requirement on grocery shopping websites in a way that complies with the Web Content Accessibility Guidelines. 

“Being able to shop in the same way as everyone else is a fundamental right for people who are blind or have low vision and unit pricing is just one way to make sure we are not discriminated against when undertaking this fundamental activity.” 

Choice is calling on customers to stand up against fake supermarket price tricks by telling Treasury the unit pricing system must be made stronger and enforced.

Treasury has launched its own consumer survey, seeking feedback on the unit pricing system, with the survey closing on February 28th.

“By taking a few minutes to complete Treasury’s survey, Australians can stand up to the supermarkets and their price tricks,” Ms Przhedetsky said. 

“The overwhelming majority of people find unit pricing helpful and it’s now up to the Government to update the rules to ensure that shoppers can compare prices whether they are in a hardware store, chemist or supermarket.”

To take part in the survey, click HERE.