Major UK supermarkets, including Aldi, Tesco, Asda, Sainsbury’s, and Morrisons, are now required to follow updated pricing rules introduced in April 2026. The changes aim to make it easier for customers to compare products and spot the cheapest options, addressing issues such as shrinkflation and inconsistent unit pricing.
What the Law Changes
The update to the Price Marking Order 2004 standardizes how prices are displayed on supermarket shelves. Unit prices must now use consistent measurements, including kilograms, litres, metres, square metres, or cubic metres, preventing retailers from mixing units that make price comparisons difficult.
This is particularly relevant in recent years as manufacturers have reduced pack sizes while keeping prices the same or even increasing them—a practice commonly referred to as shrinkflation. Retailers are also required to display both standard and loyalty prices together, with the corresponding unit price shown for each.
Loyalty programs, such as Tesco Clubcard and Sainsbury’s Nectar Card, are now fully covered by the rules. Supermarkets cannot give undue prominence to discounted or loyalty prices, and eligibility conditions must be displayed clearly next to the price to avoid misleading customers.
Products Covered by the Update
The new rules extend beyond basic groceries to include a wide range of everyday products, such as cereals, pasta, dried fruits, detergents, cleaning products, and cosmetics. This expansion ensures that shoppers can make like-for-like comparisons across more items in the store.
The regulations do not apply to smaller shops with a floor space of less than 280 square metres, meaning corner shops and small convenience stores are exempt. Retailers are also allowed to display blanket discounts, such as “20% off all paint,” without needing to update every individual label.
Why These Changes Matter
According to solicitors Herrington Carmichael, the purpose of the Price Marking Order is to allow consumers to make informed purchasing decisions. The reforms tackle issues like shrinkflation, multiple price displays, and unclear unit measurements. Retailers must ensure transparency in unit prices, standard and loyalty prices, and any applicable deposits.
The update comes after previous breaches in compliance. For example, Asda was found selling products that did not comply with the legislation last year until labels were corrected following reporting. The reforms strengthen the law, making shelf pricing clearer, more consistent, and easier for consumers to understand.
The Impact on Shoppers
With these changes, shoppers can now compare products more effectively and make better-informed choices about price, size, and promotions. Standardizing unit pricing and clarifying loyalty discounts reduces confusion and helps customers see the true value of products. Major supermarkets across the UK must now comply, marking a significant step toward greater transparency in retail pricing and improving the shopping experience for millions of consumers.
These reforms also reflect broader government efforts to protect consumers, ensure fairness in pricing, and address practices that may obscure real costs, such as shrinkflation and misleading promotions. As a result, shopping in large supermarkets should now be simpler, fairer, and more transparent for everyone.
