For many households the weekly supermarket trip is becoming a stressful exercise. You head to the checkout with a trolley containing the same items you bought a year ago, only to discover the bill is significantly higher every visit.
Figures may suggest inflation is easing, but for many households the reality feels more costly. The cost of feeding a family and buying everyday essentials continues to climb.
This growing gap between economic indicators and lived experience is one reason why calls for a formal inquiry into supermarket pricing practices are gaining momentum. The Consumer Council of Fiji has raised concerns about transparency in the retail sector. Chief executive, Seema Shandil, has renewed calls for a market inquiry, arguing that consumers deserve a clearer understanding of how prices are determined and why grocery bills continue to rise.
Consumer advocates have pointed to cases where shelf prices differ from those charged at the checkout, particularly on promotional items.
While a few cents here and there may seem insignificant, those discrepancies add up over time and can have an impact on families already struggling with tight budgets. There are also growing questions about supermarket specials and promotions delivering the savings they promise.
Discounts and bundle deals are designed to attract shoppers, but consumers are increasingly asking whether the advertised bargains represent value for money. A colleague said his family paid $40 less when they calculated their shopping manually.
Hidden inflation often goes unnoticed. Viliame says his fortnightly grocery bill has increased dramatically over the past several months.
Where he once spent $150 on household groceries, he now spends more than $200 for the same items. His shopping list includes basics such as butter, salt, potatoes, onions, peanut butter, mayonnaise, cooking oil, canned fish, meat, cocoa, milk, dhal, biscuits and beetroot.
Even with home-grown vegetables such as rourou, bele, spinach and dhania helping to offset costs, he says supermarket spending continues to rise.
Viliame has noticed changes in product sizes and quality. He questions whether meat portions are getting smaller and says he prefers village chicken, despite paying $40 to $50, because processed ones shrink further when defrosted.
The rising cost of eggs is another concern. For many families, eggs have long been considered an affordable source of protein.
Today, however, consumers are increasingly questioning prices that can reach up to $19 a tray. Adding to this is the issue of shrinkflation, a practice that has attracted growing attention recently.
Opposition MP Premila Kumar warned that shrinkflation is quietly increasing the cost of living by reducing the quantity of products while maintaining the same price. Several common household items have undergone noticeable reductions in size recently.
Powdered milk, reportedly dropped from 450 grams to 400 grams. Toilet paper packs fell from 1200 sheets to 800 sheets, while washing soap was reduced from 900 grams to 800 grams. For consumers, the effect is simple.
They are paying the same amount, or more, for less. Kumar argues that consumers should be informed whenever product sizes are reduced. Her position raises an important question: should authorities focus only on prices, or should they also monitor value?
After all, the cost of living is measured by how much purchasing power consumers receive for their hard-earned dollars. Leader of NFP Biman Prasad acknowledged concerns about shrinkflation (decreased size) and skimflation (reduced quality), saying the Price Monitoring Enforcement Task Force is examining such practices to improve transparency. At the same time, he points out that Fiji cannot escape global economic realities. Higher shipping costs, fuel prices and import expenses continue to affect the cost of goods.
Fiji remains vulnerable to international market pressures. Recognising these challenges does not diminish the need for greater transparency. Consumers understand that businesses face rising costs.
But shoppers still deserve accountability. If prices must rise, explain why.
If product sizes are reduced, disclose it clearly. If promotions are advertised, ensure the savings are genuine.
At a time when people are carefully counting every dollar, consumers deserve honesty that the price they see reflects the value they receive.
Be vigilant shoppers, check your goods against your receipts!
