Exclusive Which? research has revealed that supermarket multibuy deals aren’t always as good as you might be led to believe.
Which? analysed the price of 115 products over a year and found some multibuys didn’t save you any money at all. Around 10% of products increased in price (from a discount or standard price) when they went onto multibuy and decreased afterwards, at one point during the year.
We also found some multibuys that weren’t necessarily misleading but were just daft.
You can read more about our campaign for clearer prices – we want supermarkets to show clear and consistent unit pricing for all products, including those on promotion.
Multibuys on the increase
Multibuys appear to be on the increase, that’s despite the fact they’re not very popular – 73% of you told us that you prefer discounts to multibuys.
The 115 products we looked at were on multibuy for 46% of the time in the first half of 2012, compared with 37% of the time in the first half of 2011.
Previously, Asda had said its policy was to reduce its number of multibuys – which it has. However, when we asked if these items were on multibuy for longer, it admitted they were.
For our analysis of multibuys we used data from the independent shopping website mysupermarket.