21st February 2024

Unit pricing on Tesco Clubcard deals

Tesco will include unit pricing on its Clubcard offers following criticism from consumer group Which?

By JTS Staff
Journal of Trading Standards' in-house team
It’s good to see the nation’s largest supermarket stepping up to do the right thing by making this important change

Supermarket giant Tesco has announced that it will begin displaying unit pricing on its Clubcard deals in-store and online following criticism that the omission could be in breach of consumer protection law.

Consumer group Which? had previously called attention to Tesco’s practice of not displaying unit pricing on Clubcard offers, saying it could be considered a “misleading practice” under the Consumer Protection from Unfair Trading Regulations 2008, as it could make it unnecessarily difficult for shoppers to determine which product on the shelves is cheapest.

Which? reported Tesco to the Competition and Markets Authority (CMA) last summer, highlighting that it had found issues with unit pricing across all supermarkets “but Tesco stands out as it consistently omits unit pricing from Clubcard offers”.

The retailer has decided to rectify the issue, with Tesco UK Chief Executive writing in a recent blog post: “If you are in store, you will now start to see that the way that we display our Clubcard Prices will not only show the total price, but also the unit price of the product (by volume or weight), to allow a direct comparison of the price per unit between the Clubcard Prices offer and the price of alternative products.

“This is something that we have been planning to do for some time, and I am really pleased that we are ready to make the change.

“Over the coming weeks, these changes will appear in all our stores, as our colleagues update millions of price labels on the shelf edge. We will also be adding these unit prices to our Clubcard Prices deals online.”

Rocio Concha, Which? Director of Policy and Advocacy, commented: “Which? has campaigned through the cost of living crisis for supermarkets to make pricing clearer so shoppers can easily find the best value deals at a time when so many have struggled to put food on the table.

“The lack of unit pricing on Tesco’s Clubcard offers was a glaring omission and we warned that this approach could be breaking the law last summer, so it’s good to see the nation’s largest supermarket stepping up to do the right thing by making this important change.

“We look forward to seeing this rolled out quickly across all stores and online so shoppers can benefit as soon as possible. The government also needs to now update outdated pricing rules so all shoppers can easily compare value.”

CTSI has previously welcomed a CMA inquiry into unit pricing practices, but has called for greater clarity in some areas of the legislation to make price comparisons easier for consumers, and to make the rules easier for retailers to understand.

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