How to read supermarket shelf tags in Australia

Shelf tags carry more information than most shoppers use

The price label on a supermarket shelf in Australia contains several distinct pieces of information, not just the product price. Understanding what each element means takes less than a minute to learn and helps you make faster, better comparisons in the aisle.

The shelf price

The large number in the centre of the label is the price you pay for the specific product in front of it — one unit, in the size shown on the pack. This is the most visible number and the one most shoppers focus on.

The unit price

Almost all shelf labels in Australian supermarkets include a smaller unit price — typically displayed as price per 100 g, per 100 ml, per unit or per litre, depending on the product category. This is the number that allows honest comparison between different pack sizes and different brands.

For example: a 500 g bag of rice at $2.50 shows a unit price of $0.50 per 100 g. A 1 kg bag of the same product at $4.20 shows $0.42 per 100 g — cheaper per unit even though it costs more per pack.

Our unit pricing guide covers this in more detail, including how to read it quickly in the aisle.

Was/now pricing and reference prices

When a product is on sale, the shelf tag often shows a "was" price crossed out alongside the current "now" price. Under Australian Consumer Law, the "was" price must reflect a genuine price that the product was sold at for a meaningful period — it cannot simply be inflated to make the discount look larger.

In practice, the reference price is sometimes set at the full retail price that few people pay, or at a price the product has not been at for some time. Our supermarket shelf labels guide covers the was/now pricing rules and what to watch for.

Member-only prices

Labels showing "Member Price" or displaying the Everyday Rewards or Flybuys logo indicate a price available only to loyalty card holders. If you do not scan your card, you pay the non-member price — which is the higher figure, not the prominently displayed one.

This distinction matters when you are comparing prices between chains. If you do not hold the relevant loyalty card, compare using the non-member price, not the member price. Our loyalty programs guide covers how member pricing works.

Promotional labelling to look past

Several label formats are marketing rather than information:

• "Save $X" — calculated from the "was" price, which may not reflect the price you would ordinarily pay.
• "Great Value" or "Everyday Low Price" banners — marketing language, not a comparison.
• "Multipack" or "Value Pack" — check the unit price to confirm these are actually cheaper per unit than the standard format.

What to do when the unit price is missing

If a shelf label lacks a unit price (more common on some fresh produce or loose items), divide the pack price by the weight shown on the product to calculate it yourself. A phone calculator takes ten seconds.