Jo Swinson proposes law to help consumers get the best deal

Making price labels easier for consumers to understand is one way to keep more money in people’s pockets when they’re doing their weekly shop.

Yesterday in the House of Commons Jo Swinson, MP for East Dunbartonshire introduced a Private Members Bill to do just that for families feeling the squeeze.

For a long time now people across the UK have seen the cost of living go up and their budgets go down. With so many people concerned with rising food prices, more and more people are comparing supermarket prices.

Jo Swinson’s Bill aims to have consistent, visible and user-friendly unit prices to help families save more.

Commenting Jo Swinson said:

“People have the right to know exactly what they’re paying for so they have the power to decide what is the best value for money. This is especially important at a time when families are feeling the squeeze and household budgets are tight.

“It’s proven that people are more likely to find the best deals when they check per unit price displays and yet half of all people don’t, saying displays are not clear enough.

“Today I’m calling for clearer and simpler information to be displayed in supermarkets about how much things like your fruit and veg, milk or cereal costs. This is a small change which will make a big difference, helping shoppers to compare prices and make informed decisions about where the best prices can be found.

“It will also help retailers by making the law easier to understand and apply, and only affect supermarkets over a certain size, so small local shops will be unaffected.”


According to research from Which? Around 8 in 10 people are concerned about rising food prices and half are comparing prices more when shopping for food.

Which? research has found that people are now choosing carefully where they shop for food with 57 per cent shopping around more to find the best prices.

Seventy two per cent of people found it annoying when items are not priced by unit and less than half (46 per cent) thought that the print on shelf labels giving the unit price was large enough to easily read.

A separate Which? piece of research on unit pricing found that while 81 per cent were aware of unit pricing, only 55 per cent were using it – the top reason for not doing so being that it is too time consuming (34%) and difficult to compare when measurements are not consistent (29%).

Share this post on social media:

Sign in with Facebook, Twitter or Email.