Consumers’ association raises alarm over e-kalathi pricing

Concerns over misleading pricing on e-kalathi were raised on Monday by the consumers’ association, which warned that supermarkets may be “cooking” prices to appear cheaper than competitors.

The association said the online tool, launched in June 2025 to help consumers identify the lowest supermarket prices, “has largely failed to achieve its purpose” and may now mislead shoppers.

“There are strong indications that the prices recorded in e-kalathi may lead the consumer to be misled regarding the ‘cheapest’ and the ‘most expensive’ supermarket,” it said.

A survey conducted in January by the association showed that some products listed on e-kalathi were priced significantly lower than identical items not included on the platform.

“This finding requires further research to determine the broader impact on consumers of this pricing policy,” the association said.

It highlighted cases where a product with a wholesale price of €2.75 was sold retail for less than €2.

The association also pointed to ongoing price differentiation within the same supermarket branches, a practice it said only began after August 2025.

Analysis of seven major supermarkets with nationwide coverage showed only one had all products fully listed on e-kalathi, while others excluded certain items.

Between last July and January of this year, the association reported a continuous decrease in the percentage difference in total cost of common products between the most and least expensive supermarkets, falling from 13 per cent in July to 4.4 per cent in January.

“An inexplicable pricing of products included in the e-kalathi is observed compared to products that are not included. This pricing may mislead the consumer regarding the total cost of products and should be further investigated,” the association said.

The association has further called for a thorough review of e-kalathi practices to ensure transparency and protect shoppers from deceptive pricing strategies.