Are you getting ripped off at the supermarket? A shocking new analysis reveals that the way fresh produce is priced could be costing you big time. Supermarkets are increasingly shifting from weight-based pricing to charging by the item, and it’s causing some prices to skyrocket—in some cases by more than 50%. But here’s where it gets controversial: this strategy, while legal, is being called a ‘massive transparency fail’ for consumers. Why? Because without clear per-kilo pricing or average weights displayed, shoppers are left in the dark about whether they’re actually getting a good deal.
A Sydney-based data analyst decided to dig deeper into this issue, comparing the ‘per each’ online prices with the ‘per kilo’ in-store prices for 15 fruits and vegetables at Woolworths. The results? Completely arbitrary price variations that make it nearly impossible for shoppers to compare value. For instance, in what the analyst dubbed the ‘capsicum paradox,’ green capsicums priced individually online were a staggering 51% more expensive than their weight-based in-store counterparts. Most shoppers wouldn’t even realize they’re paying nearly $15/kg for a vegetable that could cost them just $9.90/kg on the shelf.
But this isn’t just about capsicums. Red potatoes, mandarins, limes, and carrots were also pricier when sold individually, with potatoes costing 30% more per piece. On the flip side, items like broccoli and brown onions were cheaper when priced individually—up to 43% and 39% cheaper, respectively. And this is the part most people miss: the lack of consistent pricing units creates a loophole that retailers can exploit, potentially leading to shrinkflation, where smaller products are sold at the same price.
Consumer advocates are pushing for reforms to close these loopholes. Ian Jarratt from the Queensland Consumers Association argues that prices should always be displayed per kilo to allow for fair comparisons. Meanwhile, the Australian Competition and Consumer Commission (ACCC) acknowledges the need for improvement but hasn’t made unit pricing mandatory. Supermarkets like Woolworths and Coles defend their practices, claiming they cater to customer preferences for buying by the piece, especially online. But is convenience worth the potential cost?
Here’s the burning question: Should supermarkets be required to display per-kilo pricing alongside per-item prices to ensure transparency? Or is it up to shoppers to do the math themselves? Let us know what you think in the comments—this debate is far from over.
