Jan 15 2011
The tricky art of supermarket price comparison
Last year some time, when the weather was still hot and people still wore t-shirts and skimpy dresses during the day (obviously people still wear them in the evening, yo), I did some research to see if the Village Store was much more expensive (or cheaper) than the local supermarkets.
I don’t have the data to hand — it’s buried somewhere in my computer — but I think we were “about average”. Some things were very good value and others less so.
The important point was the level of work required to get the prices. Of the local shops (Tesco, Co-op, Lidl) none of them allow price checks online, without at least setting up an account and logging in (Tesco). This makes week-by-week comparisons much harder because you have to pound the streets each time to keep current.
The other factor was the level of obfuscation used by the supermarkets. The Co-op was particularly helpful: all their price labels have a standard unit price somewhere on them. Even a packet of tomatoes sold as a priced unit will give its weight and cost per weight. On the other end of the scale Tesco go out of their way to avoid comparison. To buy a packet of tomatoes, for example, you buy a packet of six. So you have to guess how much six tomatoes might weigh, assuming a spherical tomato of uniform density and blandness.
In short, even with a small number of shops comparing prices is extremely difficult without a great deal of legwork and calculation. Clearly they don’t want you or me or anyone else setting up supermarket-price-comparison.co.uk and informing people of the real cost of their weekly shop.