The updated Price Marking Order 2004 came into force on 6 April 2026, introducing new unit pricing requirements for a wider range of supermarket products. The changes, which follow amendments made in 2024 and 2025, mean that shoppers will now see price per kilo, litre, or metre displayed for items including cereals, pasta, dried fruit, detergents, cleaning products, and cosmetics.
What the new law requires
The government said the aim is to help consumers make informed choices when shopping. In a statement, it said: “When shopping, consumers should be able to make informed choices. Their ability to do this rests on them being provided with clear and transparent information – especially in relation to pricing. When faced with a variety of prices, promotions, loyalty discount offers, and reductions, it can be difficult to make like-for-like comparisons between products.”
The Price Marking Order (PMO) applies to goods, not services, and covers sales between traders and consumers, including online transactions. Traders must display the “selling price” – the price a consumer pays for the actual weight or volume purchased – and this price should include any taxes.
Unit pricing and loyalty schemes
The PMO also requires traders, where applicable, to display the “unit price” – the price charged for the relevant unit of the goods, depending on how they are sold. Unit pricing helps consumers compare the price and value of similar products.
Gordon Slip solicitors explained: “Where a product is offered at more than one price (for example, a standard price and a loyalty scheme price), the selling price and the unit price must be displayed separately and clearly for each price point. This is of particular relevance to retailers operating loyalty or membership discount schemes.”
Clarity and consistency for shoppers
The solicitors added: “Goods sold by weight must be priced per kilogram, and goods sold by volume must be priced per litre, ensuring consistency and comparability for consumers.”
“Where a general price reduction is applied, both the reduced selling price and the corresponding reduced unit price must be displayed. All price information, including selling price, unit price, any applicable commission or conversion rate, and any VAT changes, must be presented in a clear, legible font of reasonable size,” they said.
The changes are now in effect across all UK stores, meaning shoppers can expect to see more consistent pricing information on shelves and online, making it easier to compare products and spot the best value.
