The “Value Pack” Trap
Buying in bulk saves money right? The correct answer is not always. There are two things you need to consider when buying in bulk. Will you use all the product by the sell by date or at all? What is the unit price?
The photo above was taken at Dunnes last night. I wanted to buy some cheese snacks for my daughter’s lunc. h I’m well aware that these are not a frugal choice, but it’s one of the few treats I allow her to indulge in and as so try to pick them up when they are on sale. Unfortunately they were not on sale last night, but instinct told me to buy the “value pack.” As you can see from the picture it is clearly labelled “value pack” inferring that the consumer is saving money by upgrading to said size.
8 cheese snacks worked out €2.99 or roughly €0.37 per snack. The 12 snack “value pack was” €4.99 or roughly €0.42 per snack. Not so valuable, eh? As most of us don’t have the time or mathematical skill to calculate this on the spot, you can look at the unit price which is displayed on the price card. On the smaller pack this was €17.99/kg and on the “value pack” it was €19.99/kg. This is a good example of what to look out for.
I wonder how many people, like me, instinctively reach for the “value pack” and don’t think to check the details. It’s a nice little cash cow for the companies. Shame on Dairylea for trying to profit from misleading packaging and even more shame on Dunnes Stores for stocking such misleading product.
I have written to the manager of my local shop and expressed my concern about this tactic. In tight times the last thing we need is manufacturers purposely misleading consumers to make a profit. But if you’re a calculated and savy shopper, you won’t fall for it!
I notice that there is a little asterisk beside the “Value Pack” text.
Does that point to any particular condition, or sub-clause, or whatever?
I’m very interested.
I also rarely rarely believe these value pack offers. In the ling run, they generally aren’t the best option.
@AM in Brussels: Ooh, good eye there. Looked at original size photo and didn’t see any subtext. Will have to check next time I’m in the shop. An asterix generally means see below, but obviously just more ambiguity and shady marketing from Dairylea (Kraft.)
Debs, alas this seems to be a normal situation in the world of selling right across the board. It is certainly not a new idea. Years ago I realised the washing powder, loo paper as well as numerous foodstuffs sold in ‘large’ or double packs were not always the best value. We all need to be vigilant and check the small print on the shelf label.
@AM in Brussels: Was just at Dunnes. Had to turn around the retail box and the asterix denotes some text on the back of the box stating “As compared to the RRP of a 4 pack.” Fair enough, except for the fact that I have never seen a 4 pack of this product and trust me, I buy enough of it that I would have noticed!
@Grannymar: Exactly… especially in these times we all need to be aware of these sort of scams. If people stop buying the packages, maybe the manufacturers will cop on and stop! Maybe not…
I tend to drive himself nuts what with getting out the calculator on my phone and working out the unit value of stuff in shops. Still, the weekly grocery shop is nowhere near as expensive as if he did it, so I’m happy enough.
That qualifies as false advertising surely? Report to the Advertising Standards Authority (http://www.asai.ie/).
Tesco’s are the ones to watch for this kind of trickery! One noticeable example is their Medium size free range eggs; it is always cheaper to buy two packs of six than the larger dozen size.
Canned tomatoes are a second example, check the price of three of their own brand (not blue&white economy) against a banded pack of three and invariably the difference is not in favour of bulk buying.
Loose mushrooms are another bone of contention; given that there is little or no packaging involved compared with the punnet of the same weight you’d expect them to be cheaper. Oh no! It seems that Mssrs Tesco prefer to undersell expensive packaging instead…
It’s the same with the broccoli!