Consumer group CHOICE is calling for an end to "potentially misleading" and unclear labels used by major supermarkets.
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One in four people CHOICE surveyed couldn't tell if certain labels meant the product's price was actually discounted, such as "while stocks last" at Coles, "prices dropped" at Woolworths and ALDI's "super savers".
"People are sick of feeling like they are being tricked by the supermarkets each time they head in store or online," CHOICE director of campaigns Rosie Thomas said.
One example was a coconut water sold at Woolworths with a red "prices dropped" label.
CHOICE found the price had been reduced from $6 to $4 in 2019.
"We have doubts about whether a product that has been the same price for almost five years should be promoted as having a 'dropped' price," Ms Thomas said.
A Woolworths spokesperson said the "prices dropped" label was displayed on some products that had stayed at a lower price for a longer time period "to provide price certainty and stable lowered prices" for customers.
"We strive to clearly and simply sign post the ways that our customers can find value and spend less every time they shop with us," the spokesperson said.
Meanwhile a "while stocks last" label on a soft drink at Coles split those surveyed; a third believed it was a discount, another third said it wasn't and the rest were unsure.
"To make things worse, even after asking Coles, CHOICE still doesn't know if this is a discount or not," Ms Thomas said.
A Coles spokesperson said the label meant the item was only available at the supermarket for a short time and was unlikely to be restocked.
"Our goal is to always be as clear as possible and we are taking steps to update this ticket over the coming months," the spokesperson said.
ALDI's "super savers" labels were also put under the microscope with a third of people surveyed unsure if it was offering a discount.
The tag refers to weekly and fortnightly offers across fresh categories such as produce, meat, seafood and bakery, that provide better value, according to the supermarket.
"We do not offer price mark ups and discounts across our grocery range, otherwise known as high low pricing, providing certainty and reliability to our customers," an ALDI spokesperson said.
Calls for new rules on price displays at supermarkets
CHOICE has called for stronger rules about how prices are displayed at supermarkets in a submission to the ACCC's year-long supermarkets inquiry.
The consumer group wants to see rules against supermarkets using terms, designs or colours that make it appear a discount is being offered when the product is not actually cheaper.
"We have had hundreds of people share examples of potentially misleading pricing practices at the major supermarkets, with many being confused about whether a product is discounted or value for money," Ms Thomas said.
"This is particularly concerning considering many people are trying to make their grocery shop as affordable as possible in a cost of living crisis."
