Shoppers suspect price con

ALMOST three-quarters of consumers believe supermarkets are trying to mislead them by using confusing pricing practices, a watchdog has found.

The survey of 2,100 shoppers for Which? revealed 74 per cent think supermarkets are trying to dupe them, while 78 per cent say their weekly grocery bill has increased in the past 12 months to an average of £76.83.

The consumer group is campaigning for clearer unit pricing to allow shoppers to easily compare the value of similar products, following complaints that tags were often hard to read and inconsistent.

Which? executive director Richard Lloyd said: “All food and drink should be clearly and consistently priced by weight or volume across all stores, including products on special offer.”

Populus surveyed 2,100 British adults online between 24 and 27 August.