The Consumers’ Federation of Australia (CFA) has complained to the ACCC about the inadequate display of grocery unit pricing in some supermarkets operated by Woolworths and by Harris Farm Markets.
CFA’s CEO Gerard Brody says “it is essential that the unit prices of grocery products are displayed so that they are easy for all consumers to notice and read. Without prominent unit pricing, shoppers cannot easily compare unit prices, assess value for money and make savings at the checkout. Unit prices differ greatly between products—comparing unit prices can help people save significant amounts of money and relieve cost of living pressures.”
The complaint about Woolworths is about the inadequate prominence and legibility of the unit price on the electronic shelf labels that have replaced most of the printed paper/plastic labels in some Woolworths supermarkets.
CFA says the size of print used to display the unit price on the electronic labels is much smaller than that used on the paper labels, the print is not as dense, and there is less contrast with the background. As result, even when viewed at eye level by a person with normal vision, the unit price on the electronic labels is much less prominent and legible than that on the paper labels.
Also, the unit prices on the electronic labels on the lower shelves cannot be noticed or read from an upright position. The prominence and legibility of the unit prices on the electronic shelf labels is even worse for consumers with visual impairment and those with disabilities such as impaired mobility.
The complaint about Harris Farm Markets concerns the inadequate prominence and legibility of the unit price displayed on paper shelf labels.
CFA says that an extremely small print size is used to display the unit price on shelf labels and as result, even when viewed at eye level by a person with normal visual acuity, the unit price is not prominent and is insufficiently legible. Also, the unit prices on labels on the lower shelves cannot be noticed or read from an upright position. The prominence and legibility of unit prices displayed in such a small print size is even worse for consumers with sub normal vision and those with other disabilities such as impaired mobility.
CFA has also complained about the non-provision by Harris Farm Markets of the unit price for items for which the Grocery Unit Pricing Code requires provision.
CFA also says that there is enough space on their labels for Woolworths and Harris Farm Markets to display the unit price prominently and legibly.
Notes for editors
- Photos of a Woolworths’ electronic shelf label and Harris Farm paper labels with and without unit prices are attached.
- Grocery prices are increasing rapidly and many consumers are now experiencing significant cost of living pressures, which are greatest for disadvantaged and vulnerable consumers.
- Effective unit pricing can greatly assist consumers to save significant amounts of money or get much more for the same expenditure and thus help to reduce cost of living pressures.
- Any unit pricing provided should cater for the needs of consumers with disability including those with reduced visual acuity and/or reduced mobility.
- Minister Sukkar’s Media Release on 19 May 2021 stated that the government had requested the ACCC to prepare a revised version of its publication Unit Pricing: A Guide for Grocery Retailers “to take account of feedback raised in submissions, which will assist businesses to enhance their unit price displays”.
- The revised version of the ACCC’s publication, Unit Pricing: A Guide for Grocery Retailers, released in October 2021 contains several tips for retailers to consider when providing unit pricing such as: considering unit pricing display from the perspective of all customers including those with a disability, low mobility or vision impairment; and using easy to read font sizes such as 6mm or bigger or at least 50% of the height to the selling price.
- Grocery retailers have had sufficient time to be aware of the aims and contents of the new Guide and to use it to ensure that they comply with the Code’s requirements.
- Grocery retailers should be helping consumers to make informed choices between products by providing them with effective unit pricing, not hindering them from doing so.
Enjoy this article? Sign up to our monthly newsletter and stay up to date on the latest consumer policy news.