15nov supermarket price survey hero

Supermarket price survey

Red flags promising discount deals and super savings have become the new normal in supermarket aisles. Special offers are so pervasive that more than half the products in our latest supermarket price survey were regularly on promotion.

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This year, we tracked prices for a basket of 30 grocery items over a seven-week period at Countdown, New World and Pak’nSave stores in Auckland, Hamilton, Wellington, Christchurch and Dunedin.

In every week, Pak’nSave stores had the lowest prices. It’s a result unlikely to surprise budget-conscious shoppers and the pattern we’ve seen in nearly every survey over the past 15 years.

Prices were closer at sister store New World, also part of the Foodstuffs stable, and Countdown. On average, the cost of our groceries at New World was about $3 to $5 higher than Countdown. The exception was Hamilton where average prices were level pegging.

A special market

For several years, the results of our supermarket surveys have been static. Pak’nSave, with its no-frills proposition, has claimed the spot as the cheapest store. Bar a couple of exceptions, Countdown typically comes next, followed by New World.

In a fiercely competitive market, you might reasonably expect to see more change in the stores’ placings. The supermarkets claim they compete aggressively on price and point to their regular specials as a sign shoppers are getting good deals.

15nov supermarket price survey chocolate
Whittaker’s Chocolate (250g) was one item on promotion almost every week.

Price promotions can benefit consumers — who doesn’t want to save on their grocery bill? But some products are discounted so often shoppers may be questioning whether the specials are as special as the stores claim.

At both Countdown and New World stores, the majority of the 30 products in our shopping basket were on special at least three times during the seven weeks we monitored prices.

Some items were on promotion almost every week. Take frequently discounted Whittaker’s Chocolate (250g).

At Countdown stores, the usual price was shown as $4.99. But it was almost always on promotion for $4 or $4.50. We saw a similar trend in our 2015 price survey. Back then, the usual price was $4.90 but it was frequently marked down at prices ranging from $4 to $4.50.

The chocolate was also regularly on special at New World. At all six stores shoppers visited, it was on special more weeks than it was sold at the regular price. Specials on the choc varied from $3.99 to $4.89. The regular price was shown as $4.99 — the same as Countdown’s.

Foodstuffs described the prices we saw as “normal retailing behaviour” with promotions happening week on, week off. Specials on Whittaker’s Chocolate also reflected “a seasonal period” (winter) where the choc was discounted more often, it said.

Countdown also said Whittaker’s would be promoted less frequently at other times of the year. The company said its programme of promotions and specials was worked out over 52 weeks. “If you take a shorter period … some items may appear to be promoted more frequently.”

Other items we found likely to be regularly marked as specials included household staples such as butter, bread, coffee, jam, yoghurt, pasta, snack bars, dishwashing liquid and shampoo.

Pricing complaints

Regular specials may be business as usual for the stores but the growing advertising noise in supermarket aisles has been cause for complaint.

Pricing practices have earned both chains a place on the Commerce Commission’s roll of the most complained about traders.

In 2015, the commission received 59 Fair Trading Act complaints about Foodstuffs, placing it at number eight on the roll. In the same year, 48 complaints were received about Progressive Enterprises (Countdown’s owner), which landed it at number 10.

Misleading pricing is high on the commission’s hit list of practices with the potential to cause significant consumer detriment. While it’s not currently investigating any complaints, it says both supermarket chains are on its trader compliance programme.

A commission spokeswoman said the two-year programme was designed to improve fair trading compliance “through education and co-operation rather than solely relying on enforcement [a]lthough enforcement always remains an option for the commission when dealing with these traders”.

Both stores say they have internal policies to ensure they comply with fair trading laws.

Foodstuffs says its policies place “significant emphasis on the need to establish the genuineness of any ‘savings’ claim. A key component of that is a return to the ‘non-promotional’ price on a regular basis”. The retailer says it sees the trader compliance programme as “very positive”.

Countdown described the contact it had with the commission through the programme as “extremely useful”. The store says it takes on board “any feedback we receive, whether that’s from the commission or our customers”.

At least on price, shoppers may be looking wistfully to the supermarket scene across the Tasman where discounter Aldi has set up shop. A 2015 survey by consumer watchdog Choice found Aldi’s prices for an equivalent basket of store-brand products were $26 to $31 cheaper than Coles’ or Woolworths’.

Aldi’s arrival has been credited with putting pressure on the two big Aussie chains to drop their prices. The supermarket duopoly this side of ditch is yet to be challenged by a third party competitor, leaving consumers stuck in one of the most concentrated grocery markets in the world.

Who you’re shopping with



  • Supermarkets: New World and Pak’nSave
  • Other brands:
    • Four Square
    • Henry’s Beer, Wine and Spirits
    • Liquorland
    • Shoprite
    • Write Price
  • 2016 income: $9.313 billion
  • % change from 2015: +2.6 percent (based on a 53-week period for Foodstuffs North Island)

Progressive Enterprises

16sep countdown 150x37
  • Supermarkets: Countdown
  • Other brands:
    • FreshChoice
    • SuperValue
  • 2016 income: $6.101 billion
  • % change from 2015: +3.8 percent

Food prices

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Food prices rose 0.5 percent in the year to August.

Statistics NZ’s food price index shows the biggest factors behind the rise were higher prices for ready-to-eat foods and restaurant meals, both up two percent. Fruit and veges also increased 1.7 percent for the year while grocery prices were down 0.5 percent.

In 2016, supermarket revenue continued to climb. Foodstuffs’ revenue increased 2.6 percent (based on a 53-week period for Foodstuffs North Island). Countdown reported a 3.8 percent increase in sales.

Price survey

Supermarket[width=50%] Placing[width=50%]
Pak'nSave (Albany) 1st
Countdown (Glenfield) 2nd
New World (Birkenhead) 3rd
Pak'nSave (Glen Innes) 1st
Countdown (St Johns) 2nd
New World (Eastridge) 3rd
Pak'nSave (Mill Street) 1st
Countdown (Te Rapa) 2nd equal
New World (Te Rapa) 2nd equal
Pak'nSave (Lower Hutt) 1st
Countdown (Lower Hutt) 2nd
New World (Lower Hutt) 3rd
Pak'nSave (Northlands) 1st
Countdown (Northlands) 2nd
New World (Bishopdale) 3rd
Pak'nSave (Hillside Road) 1st
Countdown (Anderson Bay Road) 2nd
New World (Great King Street) 3rd

About our survey

  • Our shoppers tracked prices for 30 everyday household products for seven weeks.

  • As well as food and drink, personal care and cleaning items were also on our shopping list. We didn’t include fresh meat, fish or produce because for a fair comparison we’d need to consider quality. Wine and beer were also excluded.

  • For all items, we specified a brand and pack size. Where the shopper couldn’t find the brand or pack size specified, they substituted a similar item at all three supermarkets in that centre. This means the list varies slightly between centres.

  • Shoppers looked for multi-buys where they were cheaper and we calculated a unit price.

GUIDE TO THE TABLE OUR SURVEY took place from June to July 2016. Shoppers recorded prices for a list of 30 items in each supermarket for seven weeks. All items are the same in each city but may vary between cities. Aprice is based on six weeks of data in this centre.

16sep price tag promo

Red flags

Signs promoting special offers and discount deals are designed to attract attention. But how can you tell if the price is right?

  • With special offers, check the regular price to see how much you’re really saving. Does the special provide a genuine discount? Or is it more expensive than brands that aren’t discounted?

  • Buying bigger packs and heading for the bulk bins isn't always the way to save money on your grocery bill. Smaller packs can sometimes work out cheaper. Buying bigger packs or multi-buy specials makes sense when there are real savings. But it's a false economy stocking up on items you're not going to use and may end up throwing out.

  • Quantity surcharges, paying more for larger sizes, are easier to avoid when unit prices are prominently displayed. The unit price shows the cost per 100g or ml so you can tell whether a big box of something works out as better value than a small one.

  • Supermarkets have voluntarily introduced unit pricing. But you need to look closely: unit prices are often displayed in small type and not always shown across a range of products.