Shoppers at major supermarkets including Tesco, Asda and Sainsbury's will start to see clearer pricing on shelves as new rules come into force across the country. The updated legislation, which also applies to retailers such as Aldi, Lidl, Morrisons and Waitrose, is designed to make it easier for customers to compare prices and understand exactly what they are paying for.
What the New Rules Require
Under the new rules, supermarkets must display prices more clearly and use standardised unit pricing across a wider range of products. This means items must show cost per kilogram, litre or metre where relevant, regardless of pack size. The reforms expand unit pricing requirements to more everyday goods, including cereals, pasta, dried fruit, cleaning products, detergents and cosmetics. By standardising measurements, shoppers will be able to compare similar products more easily - for example, seeing which pack offers better value without needing to calculate it themselves.
Retailers must also ensure prices are clearly legible, using fonts that are easy to read and displayed prominently both in-store and online. The overhaul is expected to prompt supermarkets to update pricing systems, retrain staff and redesign shelf labels and digital displays.
Loyalty Card Discounts Must Be Transparent
A key part of the new law also targets the rise of two-tier pricing, such as loyalty card discounts. For products with different prices, such as Tesco Clubcard Prices or Sainsbury's Nectar Prices, supermarkets must now clearly display both the standard and discounted loyalty prices. They must also spell out exactly how shoppers can access the lower price, with this information placed clearly alongside the product. For example, if an item costs £5 but drops to £4 with a loyalty card, both prices must be shown together with a clear explanation of the requirement.
Exemptions and Practical Details
Some practical exemptions have been included. Mixed product bundles, such as gift hampers containing items sold by different measures, will not need unit pricing - such as a basket containing cheese (sold by weight) and wine (sold by volume). Deposit charges, such as those used in recycling schemes, must also be excluded from the headline price to avoid confusion.
Legal expert Alexa Lamont said the changes are designed to give shoppers better tools to assess value across a wider range of products. She said: "The reforms are designed to enhance transparency and make it easier for shoppers to compare products across a wider range of goods. One of the most substantial changes involves expanding the range of products that must display unit pricing alongside their selling price."
Experts say the move should make comparing products simpler and reduce confusion around pricing - particularly when promotions or loyalty discounts are involved. Shoppers are expected to start noticing the changes during their regular supermarket visits as stores roll out updated displays in line with the new law.
