End dodgy 'specials'

In June 2023, we lodged a complaint with the Commerce Commission about Woolworths and Foodstuff's pricing and promotional practices, who are now being investigated for potential breaches of the Fair Trading Act.

Read more

Help us look into misleading or dodgy pricing

We have been looking into pricing inaccuracies and think supermarkets could do more to solve them. Recent Consumer research found that 60% of supermarket customers noticed pricing inaccuracies while shopping. While supermarket pricing errors may seem small on a case-by-case basis, we think they become significant when multiplied across the wider population. If you see any examples of misleading or confusing pricing, or specials that are not special, please share photos of labels or your receipt with us using this form. 

Send your examples

Every day, the major supermarkets are making more than $1 million in excess profits.

With the cost of living rising, many New Zealanders are struggling to put food on the table.  

We need more competition to bring down prices. 

We’ve been calling for ten fixes to make the supermarket industry truly competitive. Many of these are now happening, including:

  • A mandatory code of conduct
  • Appointing a Grocery Commissioner
  • Improved access to goods at wholesale prices for other retailers
  • Banning land covenants that prevent competitors from setting up shop
  • Mandatory unit pricing. 

This is great progress, but our work isn't done yet. 

The story so far

1948: The country's first self-service grocery store 'Four Square' opens. 

Late 1950s: The first Woolworths opens Foodtown. 

1950s - 2000s: New Zealand enjoys a diversity of supermarkets over the decades, from Price Chopper to Pak'N'Save to Super Value.

2002: Supermarket choices dwindle as larger players buy up smaller retailers, until the duopoly is officially born when Progressive and Woolworths merge. 

2000s - 2010s: New Zealand has one of the most concentrated grocery retailing sectors in the world with Foodstuffs and Woolworths now controlling at least 80% of the market. Complaints about the cost of food, as well as a lack of clarity around pricing, concerns for supplier treatment and impediments to new entrants entering the market grow louder. 

November 2020: The Commerce Commission launches a market study to see if competition is working well in the grocery sector. 

March 2022: The final report is released and confirms duopoly are making profits in excessive profits of $1 million a day at the expense of New Zealanders. A variety of recommendations to increase competition are made by the Commission.

May 2022: Consumer NZ launches a petition for the government to go beyond the recommendations, which receives 78,000 signatures. 

July 2022: The Government indicates it will go further than Commerce Commission’s recommendations, with various measures underway to encourage healthier supermarket competition. 

August 2022: The Government gives the duopoly a year to reach a supply agreement with wholesale customers, or be forced to sell at set prices by a regulator. 

July 2023: The Grocery Industry Competition Act came into force, giving the Commerce Commission new powers to monitor and regulate the grocery sector.

July 2023: The Commerce Commission appoints Pierre van Heerden as New Zealand's first Grocery Commissioner.  

August 2023: Consumer NZ lodges a complaint with the Commerce Commission about potential breaches of the Fair Trading Act by the major supermarkets.  

January 2024: The Commerce Commission has opened an investigation into Woolworths, Foodstuffs North Island and Foodstuffs South Island following Consumer's complaint. 

December 2024: The Commerce Commission announces it will file criminal charges against supermarkets over potentially misleading pricing.

In the media

Commerce Commission filing criminal charges against supermarkets over pricing
RNZ, 10 December 2024

Consumer NZ warns of pitfalls of supermarket loyalty schemes
RNZ, 1 February 2024

Commerce Commission to investigate supermarket duopoly: Woolworths, Foodstuffs
NZ Herald, 22 Jan 2024

Consumer NZ complains to Commerce Commission about 'misleading' supermarket pricing
Stuff, 3 August 2023

More than 300 ‘dodgy’ supermarket deals uncovered by Consumer NZ
Stuff, 6 April 2023