Are Australian supermarkets quietly overcharging you? A shocking trend in produce pricing has left consumers confused and potentially paying more than they should. The head of Australia’s consumer watchdog, Gina Cass-Gottlieb, has raised the alarm over a growing practice among major retailers: charging for fresh fruits and vegetables by the item rather than by weight. But here’s where it gets controversial—while supermarkets claim this makes shopping easier, critics argue it’s a sneaky way to obscure true costs and leave shoppers shortchanged. And this is the part most people miss: without clear weight-based pricing, it’s nearly impossible to compare deals, both within a store and across competitors.
Take, for example, a recent investigation by Guardian Australia (https://www.theguardian.com/australia-news/2026/jan/23/the-capsicum-paradox-new-australian-supermarket-pricing-a-massive-transparency-fail-for-customers), which uncovered startling price discrepancies. At a Woolworths (https://www.theguardian.com/business/woolworths-australia) store, small ‘lunchbox’ bananas sold in bunches of five were priced per bunch, while larger bananas were priced per kilogram. The catch? The smaller bunches were double the price per kilogram—a detail most shoppers wouldn’t notice unless they whipped out a calculator mid-aisle. This lack of transparency has sparked outrage, especially as inflation reignites and household budgets tighten.
Cass-Gottlieb, chair of the Australian Competition and Consumer Commission (ACCC), argues that retailers should standardize pricing units to ensure fairness. “It’s about making sure consumers can make informed choices,” she explained during a recent briefing. “Supermarkets are a cornerstone of our economy and household spending, so clarity in pricing isn’t just nice—it’s essential.” Her comments come as the ACCC takes on Coles and Woolworths in federal court (https://www.theguardian.com/business/2026/feb/16/coles-offered-utterly-misleading-discounts-consumer-watchdog-argues-in-federal-court-case) over allegations of misleading discounts, though she couldn’t comment on the ongoing case.
In-store practices vary widely. Woolworths, Coles (https://www.theguardian.com/business/coles), and Aldi have all embraced per-item pricing for produce, often omitting weight-based prices altogether. Aldi stores in Australia don’t even provide scales, leaving shoppers in the dark. Online, the chaos continues: Woolworths uses fixed prices for some items, regardless of weight, while Coles and Aldi adjust prices based on weight—a system that, while fairer, still lacks consistency.
Supermarkets defend per-item pricing by claiming it simplifies budgeting. But is convenience worth the cost of transparency? Consumer advocate Ian Jarratt, who championed unit pricing in Australia, disagrees. “All produce should be priced per kilogram,” he insists. “If stores want to include an approximate item price, fine—but the core unit should always be weight-based.” His argument highlights a broader issue: why should shoppers be penalized because someone else grabbed the larger items first?
The Albanese government has promised to strengthen the unit pricing code but has yet to address per-item pricing directly. Meanwhile, the practice continues to fuel price discrepancies, especially for online shoppers who can’t choose item sizes. Larger produce like cauliflowers, avocados, and mangoes are snapped up quickly, leaving smaller, pricier options for late shoppers. Is this fair, or is it a hidden tax on consumers? Weigh in below—do you think per-item pricing is a convenience or a con? Let’s spark a debate!
