Top 20 Supermarket Ripoffs

Don't get fleeced by overpriced items that offer little nutrition, freshness, or taste - we list twenty items and their low-cost and high-value alternatives.

Updated 19 August 2024

Summary

We pay too much at the supermarkets, and it's arguably a slowly unfolding national scandal. Many of the items on the shelves are far from good deals.
From overpriced pre-cut fruit to sugary cereals marketed as "healthy," supermarkets often charge a premium for products that offer little nutrition, freshness, or taste.
MoneyHub is focused on helping everyday New Zealanders do more with their money - we have published this guide to highlight what we argue are common supermarket ripoffs you don't need to buy.
While many of the items listed below are pre-made convenience foods, their inclusion is warranted given the wide availability and prominence of these products in supermarkets. These everyday staples often come with a significant markup, making it important for consumers to understand the true cost of convenience.
Some of the alternatives can sound like "ten ways to boil an egg" and "don't buy it, make it yourself". We accept this and know that food waste is a big problem and waste of money. Our focus is to help highlight some of the most expensive items on sale at our local supermarkets.

Disclaimer:

Our guide's prices and product comparisons were based on Woolworths' pricing in August 2024. Prices at other supermarkets vary, with some items more expensive (or less) depending on location and brand.
Prices and availability can change, but we aim to provide accurate and up-to-date information. The information provided is for illustrative purposes only and should not be taken as specific financial or dietary advice.

Additional Notes:

Price variability: The prices mentioned are subject to change and may fluctuate based on promotions, seasonal availability, or other factors beyond our control.
Brand differences: While we have shown certain brands and products in the images, these serve as examples only. Within the category, similar products may have lower cost, high value, and better quality, and vice versa.
Nutritional content: The nutritional comparisons are based on general knowledge of ingredients and common practices and not an endorsement of any particular brand.
Sustainability considerations: Many of the alternatives suggested not only save money but also contribute to reducing waste, particularly in terms of packaging. We believe Supermarkets create far too much plastic waste even after removing plastic bags.
DIY recommendations: The alternative suggestions, such as making your products (e.g., salad dressings, guacamole, pancakes), are intended to provide healthier, cost-effective options.

MoneyHub Founder Christopher Walsh explains why we have published this guide:

"As supermarket prices continue to surge while government agencies remain inactive, the impact on everyday Kiwis becomes increasingly severe. I recognise that this guide might not sit well with everyone; since its publication I've been called a 'tradwife' and told that this focus diminishes MoneyHub's reputation. However, we won't avoid addressing these issues, even if this guide won't appeal to everyone.

This guide isn't just about pointing out supermarket rip-offs for the sake of it - it's about empowering people to make informed decisions and regain some control over their grocery bills. By spotlighting specific products where convenience comes at an arguably unreasonable cost, we're letting consumers see the true price of that convenience.

I'm fed up with spending $100 at the supermarket and sometimes barely filling a basket. This guide is only the beginning of our commitment to hold supermarkets accountable. We're planning regular audits and deeper investigations into supermarket pricing trends, drawing inspiration from the consumer-focused efforts we see overseas.

Ultimately, this guide is about standing up for transparency and fairness in a market that seems determined to squeeze every last cent from consumers".

Christopher Walsh
MoneyHub Founder

Top Supermarket Ripoffs to Avoid

Ready-Made Salads

Our View: Pre-packaged salads often cost around $10 (depending on the container size), which works out to be between $25 and $50+ per kilo. These salads are typically less fresh and loaded with plastic, and the cost per kilo is absurdly high. Essentially, you're paying a premium for someone else to assemble a basic salad - a ripoff that doesn't taste as it should for the price.
Alternative: Buy fresh vegetables, cheeses, and other ingredients from a local fruit shop or market, and make your salad at home for a fraction of the cost. It'll be fresher, healthier, and much more cost-effective.

Sliced Meat

Our View: Sliced meats can be incredibly pricey. Costs range from around $30 to $50 per kilogram at the deli to $5 to $8 per 100 grams in pre-packaged options. These products often contain added preservatives and come with a hefty markup for the convenience of being pre-sliced.
Alternative: Buy whole cuts of meat and slice them yourself at home. You'll get fresher meat free from unnecessary additives and save a considerable amount of money.

Frozen Pizza

Our View: Some frozen pizzas often cost $10 to $15 for just over 300 grams - that's $30 to $50 per kg of pizza. These pizzas are often loaded with sodium, preservatives, and low-quality ingredients, making them overpriced for what they offer.
Alternative: Takeaway pizza is almost always cheaper and easier, or, if you're happy to invest the time, make your own.

Immunity Shots

Our View: Overpriced "Immunity Shots" Ginger and Turmeric bottles epitomise marketing-driven gouging. Priced around $20 for a 350 ml, you're paying $50+ per litre. The cost far exceeds the value of the core ingredients - ginger, turmeric, and a bit of juice or water - making it a classic example of a product with a high markup justified by buzzwords like "organic" and "immunity."
Alternative: Skip these expensive drinks and make immunity shots at home. Fresh ginger and turmeric are affordable when bought whole. Simply blend them with some lemon juice and water, strain them, and store them in the fridge. You'll get a fresher, more potent shot for a fraction of the cost. You can also customise the strength and flavour to your liking.

Bottled Water

Our View: Bottled water is a trap, especially in New Zealand, where the tap water is of high quality and safe to drink. Paying $2-$3 for a small bottle or around $1 per litre for larger bottles is unnecessary.
Alternative: Invest in a high-quality reusable water bottle and fill it with tap water. You can also consider buying a filtered jug for around $40 to further enhance the taste if needed. This simple switch saves money daily and reduces plastic waste.

Branded Disinfectant and Other Cleaning Products

Our View: Household disinfectants are priced well above home-brand versions. While effective, these products are often heavily marketed, leading to significant price differences between brands without a corresponding difference in efficacy.
Alternative: Go home-brand on these - the prices for branded chemicals are unjustified.

Grated Cheese

Our View: Pre-grated cheese comes with markup and often contains additives to prevent clumping, which can affect both flavour and texture. At around $10 for 300 to 400 grams, it's a bad deal.
Alternative: Buy block cheese and grate it yourself. It's fresher, tastes better, and you avoid the "lazy tax" associated with pre-grated cheese packets. This simple step ensures you're getting the best value for your money.

Canned Soup

Our View: Canned and packaged soups cost around $5 for a single serving. These soups often contain more salt than vegetables, and the convenience of having them pre-made comes with a significant price hike.
Alternative: Make a big soup at home using fresh vegetables, lentils, and spices - it's tasty, almost cooks itself and lasts for days. Not only will it taste better, but you can freeze portions for later, making it just as convenient without the added cost.

Salad Dressings

Our View: Salad dressings often cost between $3 and $10 for a 250ml bottle. These products are often loaded with preservatives, sugar, and artificial flavours, which bump the price far beyond the value of the actual ingredients.
Alternative: Make your salad dressing home with simple ingredients like olive oil, vinegar, mustard, and herbs. It tastes much better, it's fresher and free from unnecessary additives. You can also adjust the flavours to your taste, all while saving money and avoiding the bad ingredients.

Pancake Mix

Our View: Ready-made pancake mixes are sold for between $2 and $5. While these mixes might seem convenient, they're just flour, sugar, and a few leavening agents—ingredients you likely already have at home. Also, the price may seem low, but if you're making a lot of pancakes, they don't last long.
Alternative: Make your pancake mix using pantry staples like flour, baking powder, and a pinch of salt with staples like eggs and milk. Not only is it more cost-effective, but you'll also get a tastier and healthier result without the added preservatives in store-bought mixes.

Convenience Ready Meals

Our View: Microwave meals priced between $10 and $15 per portion are marketed as convenient, but they're often loaded with sodium and preservatives. These meals lack freshness and are generally unhealthy and overpriced.
Alternative: If you prefer convenience but want to avoid the pitfalls of ready meals, consider meal kits, which have become popular and cost-effective. Alternatively, skip microwave and frozen meals altogether by cooking simple dishes like pasta and salads with fresh ingredients for a fraction of the cost.

Guacamole

Our View: Pre-made guacamole dips cost around $7 (or more) for a small tub. These products often contain preservatives and other fillers, making them less fresh and more expensive than homemade alternatives.
Alternative: When they're in season, or not a total ripoff, buy fresh avocados and make your guacamole at home adding onion, a small amount of garlic, chilli, tomato and, a big spoonful of milk (as suggested by Mexicans known to our research team).

Toilet Paper

Our View: Major toilet paper brands have found ways to charge more while offering practically the same product, sometimes even reducing quality. They keep the packaging identical, misleading consumers into thinking they're getting the same value when, in fact, they're paying more for less.
Alternative: Home brands and/or high-quality brands bought in bulk are the way to go - the less you buy, the more you pay.

Cereal Bars

Our View: Cereal bars are sold for between $4 and $7+ for a small pack. These bars are often marketed as healthy snacks, but they're typically high in sugar and low in nutritional value, making them an expensive and unhealthy option.
Alternative: We suggested avoiding them altogether.

Breakfast Cereals

Our View: Cereal boxes are shrinking, and prices are inflating, Furthermore, despite the packaging claiming to be "healthy," these cereals are often high in sugar and low in nutritional value, making them nutritionally and financially poor choices.
Alternative: Switch to bulk oats or make your own muesli at home. This allows you to control the ingredients, ensuring better nutrition at a significantly lower cost per serving.

Pre-Cut Fruit in Plastic Containers

Our View: Pre-cut fruit in plastic containers is a classic supermarket ripoff. These small portions often cost between $5 and $10 and you also pay for unnecessary plastic waste.
Alternative: Buy whole fruits from your local fruit store. It's cheaper, fresher, healthier, and comes without the environmental cost of plastic packaging.

Pasta Sauce

Our View: Packaged sauces like pesto, alfredo, or tomato sauce are often sold for $5 to $8 for a small jar. These sauces are loaded with preservatives, and the cost per serving is disproportionately high.
Alternative: If you have time to make pasta, you likely have time to make a bolognese sauce at home using fresh ingredients. It tastes better, and you can tailor it to your preferences. This, of course, works better for families vs singles who may find the sauce jar a lot easier.

Microwaveable Rice

Our View: Pre-cooked rice pouches are priced around $3 to $5 for a 250g portion, a staggering $14+ per kilogram, when you can buy a 5kg bag for that price. While these products are marketed as convenient, you’re paying a premium for something you'll have to cook yourself.
Alternative: Buy uncooked rice in bulk for a fraction of the cost. A 1kg bag costs less than $2.50, and the more you buy, the lower the per kg price.

Hummus

Our View: Pre-packaged hummus sell for between $5 to $10, with prices often exceeding $2.50 per 100g. While these might be convenient, you’re paying a significant premium for a simple blend of chickpeas, tahini, lemon juice, and garlic. The cost per serving is disproportionately high, and the flavour is often compromised due to preservatives and added ingredients.
Alternative: Making hummus at home is incredibly easy and affordable. Canned chickpeas can be found for as little as $1.50 to $2 per can, and with a few additional ingredients like tahini, olive oil, lemon juice, and spices, you can prepare a larger, fresher, and tastier batch at a fraction of the cost.

Imported Cheeses

Our View: Imported cheeses, particularly those from Europe, often come with hefty price tags due to transport costs, import tax and tariffs, and premium packaging. A small block or wedge can easily cost $15 or more, with the examples above costing $100+ per kg. While they might be tempting, the markup is significant compared to locally produced options.
Alternative: New Zealand-made cheese offer comparable quality at a much lower price.

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