Australian shoppers are encountering a rising trend in supermarkets: pricing fruit and vegetables by the unit or by the bunch, alongside traditional per-kilogram labels. This development, commonly described as per-unit pricing, is drawing attention from consumer advocates who argue that it can hinder quick price comparisons and transparency at the shelf. Across the major chains, customers may see items priced by the bunch or by count—sometimes right next to by-weight tags for the same product.
Retailers say the approach offers more options and can reflect differences in size, weight or packaging. But critics warn that without clear signage or consistent rules, shoppers risk paying more for items they thought were cheaper when priced by weight. The debate has intensified as more stores expand non-weight based pricing for certain fruit and veg lines.
What matters most to shoppers is straightforward labelling: can you tell at a glance whether a price tag is a per-item or per-kilogram quote, and can you compare apples to apples? There is currently no universal nationwide rule mandating per-unit price displays in all circumstances, and practices vary by chain as retailers weigh convenience against clarity.
What we know
- Per-unit pricing is increasingly used for certain fruit and vegetables in major supermarkets.
- Shoppers may encounter price tags for the same product shown both by unit and by weight in the same display in some stores.
- Consumer advocates say the shift can be helpful for some buyers but may complicate quick price comparisons for others.
- There is no single nationwide standard dictating how per-unit prices must be shown across all chains.
- Retailers argue the method can reflect product size, packaging or other differences that matter to customers.
- There are calls from consumer groups for clearer, more transparent labelling and consistent practices across retailers.
As a result, shoppers are urged to read price tags carefully and compare both per-unit and per-kilogram prices where possible. Staff at affected stores can provide clarification, though the onus remains on retailers to display pricing in a way that’s easy to compare at a glance.
What we don’t know
- The full extent of per-unit pricing adoption across all states and store formats remains unclear.
- Whether per-unit pricing systematically shifts costs higher for families with particular purchasing patterns is not yet established.
- Where regulators stand on future guidance or mandatory display rules for unit prices is uncertain.
- How price comparisons are affected when multiple packaging formats exist within the same product category is not well quantified.
- Plans for expanding per-unit pricing into other fruit and vegetable categories, or beyond, are not publicly disclosed in detail.
In the meantime, consumer groups urge greater transparency as the practice spreads. They say clear, consistent labelling should be the baseline, allowing households to compare value quickly without needing to decode differences in packaging or display formats. For shoppers uncertain about a price tag, the best guidance remains simple: check both price per unit and price per kilogram where visible, and don’t hesitate to ask staff for a straightforward breakdown before purchasing.
