Supermarkets told to make prices clearer so it’s easier for shoppers to find best deals

Supermarkets have been told to make product prices clearer so it is easier for shoppers to find the best deals amid the cost of living crisis.

The Competition and Markets Authority (CMA) said not all retailers are displaying prices as clearly as they should, warning them to make changes or risk enforcement action.

Under current rules, most products should be priced per unit either by kilogram or by litre, but the CMA found examples of “unhelpful inconsistencies”, with supermarkets using grams or millilitres.

When the same type of products are priced using different metrics, it is difficult for shoppers to “compare prices on a like-for-like basis”, said the competition watchdog.

“With so many people struggling to feed their families, it’s vital that we do everything we can to make sure people find the best prices easily,” said CMA chief executive, Sarah Cardell.

She continued: “We’ve found that not all retailers are displaying prices as clearly as they should, which could be hampering people’s ability to compare product prices.

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“We’re writing to these retailers and warning them to make the necessary changes or risk facing enforcement action.”

The competition watchdog also called on the Government to strengthen the law around pricing displays to help shoppers find the best deals.

Food inflation has reached record highs – hitting 17.3 per cent in June – but the watchdog found this has not been driven by weak competition among supermarkets.

Ms Cardell said: “We’ve also looked at how competition is working across the grocery retail market more widely.

“The overall evidence suggests a better picture than in the fuel market, with stronger price competition between all of the supermarkets and discounters.

“In the next phase of our work, we will examine competition and prices across the supply chain for the product categories we’ve identified.

“We’ll also continue to monitor the situation to ensure that competition remains effective as input costs start to fall.”