Canadian consumers may soon benefit from more consistent unit pricing on store shelves as provinces consider new regulations aimed at improving food affordability and shopper savings.

Currently, only Quebec legally mandates retailers to display unit prices—such as cost per 100 grams or per litre—on product labels. Elsewhere in Canada, the practice is voluntary, leading to inconsistent and often hard-to-read unit pricing information, which can limit shoppers’ ability to compare product values effectively. This issue has gained new attention amid rising grocery costs.

Last week, Manitoba announced it is exploring legislation to standardize unit pricing across the province. The move is part of a broader strategy to address increasing food prices, with the province’s recent Grocery Price Study citing that costs for staples like meat, preserved vegetables, and eggs have risen between 5.2 and 6 percent annually from 2020 to 2025. Policymakers see standardized unit pricing as a tool not only to help consumers identify better deals but also to detect product downsizing, known as shrinkflation, and to foster market competition.

Internationally, several regions have established such rules. The European Union, the United Kingdom, Australia, and New Zealand have requirements that unit prices be clearly displayed in retail stores, vending machines, and online outlets. Since 2025, the EU and Britain have expanded mandates beyond food to include cosmetics, cleaning and hygiene products, and some building materials. The regulations typically require that unit price information be “unambiguous, easily identifiable and clearly legible.” Noncompliance in the EU can result in fines reaching up to 4 percent of a company’s annual turnover or €2 million (approximately US$3.2 million).

In Canada, some retailers have argued that harmonizing unit pricing imposes burdens on smaller businesses, viewing it as time-consuming and costly without guaranteeing savings for consumers. Research on the effectiveness of unit pricing in influencing shopping behavior has produced mixed results. A study from Australia’s Macquarie University found that 60 percent of shoppers paid close attention to per-unit price information when available, with 57 percent opting for the lowest-priced item. Conversely, other studies suggest that consumers often overestimate the extent to which they use unit pricing, even when it is not present.

The utility of unit pricing also appears product-dependent. According to a 2024 review by Britain’s Competition and Markets Authority (CMA), shoppers tend to rely on unit prices most for pantry staples, cleaning supplies, and costly items such as olive oil, rather than discretionary goods. Notably, some evidence indicates that savings identified via unit pricing are typically reallocated back into weekly grocery expenditures rather than resulting in reduced overall spending.

Researchers generally agree that the key to maximizing the benefits of unit pricing lies in improving its visibility and clarity. For instance, a study from Queensland University of Technology estimated that families could save between 11 and 18 percent annually on grocery bills by effectively using unit price information. However, ensuring information is prominently displayed and easy to read remains crucial. The CMA’s 2023 report recommended enhancements in label legibility and placement to improve consumer engagement, noting that even in regions with established rules, usage varies significantly according to how accessible and clear the information is.

As Canadian provinces consider adopting formal unit pricing standards, the hope is that providing consumers with clearer and more consistent pricing information will support more informed buying decisions amid ongoing inflationary pressures. Whether these changes will result in significant long-term savings depends largely on how effectively the information is presented and utilized by shoppers.