Everyday grocery items commonly purchased by Fijian families have recorded price increases ranging from 15 per cent to more than 35 per cent, according to a new analysis by the Consumer Council of Fiji.
The council says the findings reveal a growing cost-of-living crisis hidden beneath what appears to be a stable retail environment.
Products monitored in the survey included Jasmine Rice, eggs, vape mats, cookies, teabags, bathing soap, sausages, washing powder, toilet paper and cooking oil.
According to the council, while some price-controlled items remain below their maximum regulated price, the discounts consumers once relied on are shrinking, forcing families to spend more overall.
Consumer Council of Fiji chief executive Seema Shandil said the financial pressure on households was becoming increasingly severe.
“Our findings provide hard evidence of a creeping cost-of-living burden that is not always immediately apparent to the naked eye,” Ms Shandil said.
“When the deep discounts that families rely on to stretch their budget are quietly reduced, it is the ordinary consumer who pays the price at the checkout.”
She said many shoppers may not immediately notice the inflationary effect because prices are increasing gradually rather than through sudden spikes.
“We are seeing a ‘discount illusion’ where the retail environment feels stable, yet the actual purchasing power of every dollar is being slowly eroded,” she said.
The council warned that Fiji was experiencing what it described as a “two-tier” inflationary reality, where products continue rising in price while promotional discounts quietly disappear.
It also highlighted concerns over a “staircase effect” in pricing patterns, where goods steadily increase in cost but rarely return to previous price levels.
According to the report, this trend is creating a new and permanently higher standard for the cost of living.
The council said global fuel pressures and ongoing supply chain disruptions could worsen the situation further in coming months by reducing remaining discount buffers on staple items.
“As the global fuel crisis continues to impact supply chains, there is a significant risk that remaining discount buffers on staple items will be further depleted, leading to sharper increases in the total grocery bill,” the council stated.
The Consumer Council said it would continue monitoring supermarket prices closely as global economic instability persists.
Consumers are being encouraged to compare prices, search for bargains and carefully manage household budgets to maximise the value of their spending.
