PRICING tactics at major pharmacy brands are under the Choice microscope after a survey found customers are struggling to identify whether a price represents a discount.
According to the consumer watchdog, a study of 1,000 people said they are unable to tell if coloured price tags at Chemist Warehouse, Priceline and TerryWhite are a saving.
One in three respondents said if the tags are in fact a price cut, they overestimated the discount on offer.
"We regularly hear from people who are frustrated with how major pharmacies communicate prices and specials in store," said Choice Senior Campaigns and Policy Advisor, Bea Sherwood.
"Our new research has found that those yellow and pink sales tags consumers are often bombarded with in pharmacy aisles are highly confusing."
Choice said it is concerned over the lack of transparency on pharmacy labels particularly on the use of RRP pricing which may lead people to overestimate the discount.
"Our research shows that confusing price displays aren't limited to the supermarkets," Sherwood added.
"If the pharmacies have never offered those products at that RRP, consumers may be misled about how much they're really saving, making it harder for people to get the best value," Sherwood added.
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