Recent Consumer NZ research found that 62% of New Zealanders have noticed a pricing inaccuracy at the supermarket.
And thanks to hundreds of examples you shared with us, in 2023 we laid a formal complaint with the Commerce Commission about Woolworths and Foodstuffs over misleading pricing and promotional practices. That complaint led to criminal charges being filed against Woolworths NZ and two Pak’nSave stores.
You can now get a full refund on any item you're overcharged for
The major supermarkets have implemented policies allowing customers to ask for a refund if they’re overcharged. The refund is for the full price, not just the price difference. But these refund policies are not law. We have heard from shoppers who were overcharged and had to remind supermarket staff about their entitlements under the refund policies.
We understand that getting a refund can be tricky, especially in busy stores where self-checkout options are increasingly used.
If you've tried to get your money back, we'd love to hear your story. Email [email protected] with your receipt and tell us what happened.
Thanks to over 25,000 people who joined the call to force supermarkets to get their pricing right.
The Price it right petition has been presented to the minister for economic growth Nicola Willis and presented in parliament. The petition asks the government to introduce a mandatory supermarket pricing accuracy code:
- with clear pricing rules
- requiring supermarkets to automatically compensate consumers when pricing errors occur. For example, by requiring products be provided free of charge if the shelf price is cheaper than the scanned price, there is a special that doesn’t offer a genuine saving, or incorrect unit pricing.
- requiring your rights to be clearly disclosed both instore and online
- with infringement notice powers and much higher penalties (similar to those in Australia) for misleading pricing and promotions.
The support for this petition sends a strong signal to law makers that New Zealanders support stronger supermarket regulation.
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The government must step in now.
Voluntary policies are not enough to stop pricing errors. We know there’s appetite in parliament for stronger action. Minister for economic growth Nicola Willis says she’s considering introducing tougher penalties for supermarkets that breach the Fair Trading Act and other changes to ensure shoppers are not misled by pricing.
The story so far
1948: The country's first self-service grocery store, Four Square, opens.
Late 1950s: The first Foodtown opens in Auckland, New Zealand.
1950s – 2000s: New Zealand enjoys a diversity of supermarkets over the decades, from Price Chopper to Pak'n'Save and Super Value.
2002: Supermarket choices dwindle as larger players buy up smaller retailers and Progressive and Woolworths merge, creating today's duopoly.
2000s onwards: New Zealand has one of the most concentrated grocery retail sectors in the world. Foodstuffs and Woolworths now control at least 80% of the market. There are complaints about the cost of food, as well as a lack of clarity around pricing. Concerns grow around supplier treatment and impediments to new entrants to the market.
November 2020: The Commerce Commission launches a market study to see if competition is working well in the grocery sector.
March 2022: The commission's final report is released. It confirms the duopoly is making $1 million in excess profits every day at the expense of New Zealanders. The Commission makes a variety of recommendations to increase competition.
May 2022: Consumer NZ launches a petition for the government to go beyond the Commerce Commission's recommendations. The petition receives 78,000 signatures.
July 2022: The government indicates it will go further than the Commerce Commission’s recommendations. It flags that various measures are 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 prices set by a regulator.
July 2023: The Grocery Industry Competition Act comes into force. It gives 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 opens an investigation into Woolworths, Foodstuffs North Island and Foodstuffs South Island following Consumer's complaint.
September 2024: The first annual grocery report highlights growing profit margins, pricing inaccuracies, supplier challenges and barriers to entry for competitors. Since then, there has been little improvement.
December 2024: The Commerce Commission announces it will file criminal charges against supermarkets over potentially misleading pricing.
March 2025: Minister for economic growth, Nicola Willis announces a request for information and that she is considering structural separation of the supermarket sector. She also flags she is open to changing market settings.
June 2025: Pak'n'Save Silverdale and Mill Street plead guilty to some of the charges they are facing under the Fair Trading Act.
July 2025: Those same supermarkets plead guilty to all other charges under the Fair Trading Act.
August 2025: The supermarket petition was presented to Minister Willis who sponsored it to be read in parliament. She credited Consumer NZ’s insights for triggering consultation of the Fair Trading Act. That month she said cost-benefit analysis is underway on options for restructuring the supermarket duopoly. She also suggested amending the Commerce Act to better combat “predatory pricing” to tackle firms using their market power to exclude or stamp-out competitors.
In the media
Nicola Willis warns supermarkets over misleading pricing, considers tougher penalties
The New Zealand Herald, 26 June 2025
Nicola Willis rules nothing out in supermarket reform
RNZ, 14 February 2025
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
The New Zealand 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