Need to know
- More shoppers are comparing unit prices but many report issues with the way stores display them
- Problems include difficult-to-read labels and a lack of consistency with units
- The Federal Government is seeking input on how to improve the unit pricing code
Since we last surveyed the way Australians use unit pricing in 2022, we’ve seen concerns about the cost of food and groceries continue to trouble shoppers around the country. With more pressure than ever on our household budgets, it’s no surprise that there’s an increase in interest in saving money.
Unfortunately, while more of us are looking for ways to save, it seems less of us are finding unit pricing information useful.
Research from CHOICE reveals that while clever cost-cutting is more vital than ever, there’s also been an increase in the difficulties encountered when trying to make use of unit pricing information.
On this page:
- Does unit pricing really help shoppers?
- Unit pricing is failing in many ways
- Shoppers need unit pricing
- Strengthening the unit pricing code
- Have you seen unit pricing done badly?
Does unit pricing really help shoppers?
The short answer is yes, but only when it's properly applied.
Unit pricing was introduced in 2009 to help people find the cheapest option when shopping at large supermarkets (supermarkets of more than 1000 square metres and online stores are required to provide unit prices for packaged grocery items).
The unit pricing code, enforced by the ACCC, requires that the unit price must be prominent, in close proximity to the selling price, legible and unambiguous.
Our research also shows that when unit pricing information is easy to read and properly displayed, it does help shoppers choose the best value items. Unfortunately, far too often the information supplied is not as helpful as it should be.
In our recent survey, 1011 grocery buyers were asked to look at product images and tell us which one was the best value for money.
When shown images without unit pricing, only 63% of shoppers picked the best value product. When unit pricing was included, that jumped to 76%.
Unit pricing is failing in many ways
While our research shows that unit pricing is helpful, it also suggests that shoppers are finding it more difficult to use.
"While almost half of shoppers are now comparing unit prices to help save money at the supermarket, an increase from 2022, we've seen a significant decline in people finding it useful – 61%, down from 71% in 2022. At the same time, we've seen an increase in people reporting labelling issues at the supermarket," says Andrew Kelly, CHOICE Deputy Director of Campaigns and Communication .
Inconsistent units of measurement (kilograms compared to grams, for example), obscured signage, illegibility, incorrect information, or simply no unit pricing information at all are commonly reported issues.
In fact, our research revealed widespread issues with the way unit pricing information is displayed in our supermarkets.
- 38% reported issues with inconsistent units of measurement
- 38% encountered unit pricing text that was difficult to read
- 32% said the unit pricing was obstructed or covered
Reinforcing these findings are the dozens of examples of poor unit pricing practice sent to us by CHOICE supporters from across the country.
"CHOICE supporters continue to send us examples of unit pricing done badly which unfortunately undermines the consumer's ability to rely on unit pricing to choose the product that's the best value for money. From obscured or missing, to inconsistent units of measurement and incorrect calculations, changes to the Code backed by strong penalties are long overdue," says Andrew.
Shoppers need unit pricing
When grocery prices are high, unit pricing comes into its own.
Our survey found that more people are looking for ways to save money on food, and using unit pricing is the second most frequently mentioned method they use (buying on sale was first).
Both of these behaviours have risen since 2022, when we last conducted this research. In 2022 36% told us they were choosing items on sale or special offer, but in 2025 that figure had risen to 40%. Use of unit pricing has also risen, from 23% in 2022 to 26% in 2025.
Unfortunately, not all 'specials' will actually help you save.
Supermarkets have conditioned consumers to search for colourful tags ... but purported discounts may be illusory.
"Supermarkets have conditioned consumers to search for colourful tags as indicators of value, but even with any discounts applied, those products may not be the best value for money. Purported discounts may even be illusory. Particularly when so many of us are concerned about the cost of living, comparing the unit price is the best way to ensure you're getting the best bang for your buck," explains Andrew.
Strengthening the unit pricing code
In September 2025, the federal government announced it was releasing a consultation paper outlining options to help shoppers make more informed choices and make unit pricing work better.
The consultation paper invited stakeholders and the wider community to share their views on options to improve unit pricing display requirements, including readability and prominence, expanding the scope of retailers covered, and addressing inconsistencies in units of measure to make it easier to compare products. It will also be asking for input on the introduction of civil penalties for non-compliance.
"CHOICE strongly recommends expanding the scope of the Unit Pricing Code so that more consumers can benefit from it, alongside strengthening the rules around when and how unit prices need to be displayed," says Andrew.
"This will help remove common issues that undermine its usefulness, such as inconsistent units of measurement and unit prices that are too small to read, or are incorrect.
"Further, introducing shrinkflation notices will help alert consumers to when a product has reduced in size and the unit price has increased, to stop consumers being tricked into paying more than they intended."
Have you seen unit pricing done badly?
If you think a price display is misleading, poorly displayed or otherwise fails to provide the information consumers need to find the best value, we want to hear from you.
We're inviting you to become a unit pricing champion by telling us about your experience with unit pricing. With your help, we can continue to work to achieve a better outcome for all shoppers.
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Stock images: Getty, unless otherwise stated.
