31 August 2026
For supermarket shoppers, price has always been one of the most important factors influencing purchasing decisions. In recent years, however, the continued rise in the cost of living has made price even more decisive, increasing the focus on promotions, discounts and products that offer greater value for money.
The market is now entering a new phase. As of today, the national initiative for reductions in the regular prices of essential products is expected to begin, with businesses already having started the process of submitting binding proposals on a product code basis. Reductions are expected to range from 5% to 20%, with a key requirement being that they apply to the regular shelf price rather than temporary promotions or other promotional activities.
This development goes beyond yet another change in prices. For organised retail, it signals a different approach to the relationship between regular prices, promotions and the perceived value of a product.
From Promotions to the Real Price
In recent years, promotions have become an almost permanent feature of the market. Consumers have learned to compare prices, wait for the right promotional offer and use loyalty programmes and digital tools to manage the cost of their shopping basket.
The new initiative shifts part of the focus towards the regular price of a product. This matters because it changes the way consumers perceive value.
A temporary promotion can create an incentive for an immediate purchase. A lower regular price, however, affects the perception of a product differently and can establish a more consistent relationship between the brand, its price and the consumer.
At the same time, subsequent promotions are expected to be applied on top of the new, reduced price. As a result, the base price becomes even more important in determining the final cost seen by the consumer.
The Shelf Becomes More Transparent
The change will not be limited to pricing. It will also be visible in the physical store.
Products participating in the initiative will carry unified shelf signage, making them easier for consumers to identify. At the same time, the new PosoKanei platform allows shoppers to compare prices for thousands of products across different supermarket chains, extending price comparison beyond the physical store.
In simple terms, consumers now have more tools to understand how much a product costs and whether its price is competitive.
This increases the pressure for clarity and consistency. Price no longer operates in isolation. It is connected to availability, visibility, shelf positioning and, ultimately, to how easily consumers can understand the value of their choice.
Greater Pressure on Brands and Retailers
For brands, the new environment creates a complex equation. Price remains critical, but it is not the only factor determining the purchase decision.
A product with a lower price can still lose the battle for consumer choice if it is unavailable, poorly positioned or fails to stand out at shelf. Conversely, a product that carries a higher price needs to communicate more clearly the value it delivers.
In-store execution therefore becomes even more important. Correct shelf placement, availability, visibility and consistent implementation of commercial agreements need to work together. As price comparison becomes easier, there is less room for inconsistencies between the strategy that is planned and what consumers ultimately see in store.
The New Battle Will Not Be Won on Price Alone
The easing of prices may provide significant relief for households, but for the market it also creates a new competitive environment.
As prices become more transparent and differences between products become easier to identify, the battle shifts from “How much does it cost?” to “What do I get for what I pay?”
This is where a significant part of the competitive landscape will be shaped in the period ahead. Brands will need to balance price, quality, innovation and the value they deliver, while retailers will have to operate in an environment where consumers have more information and more opportunities to compare.
Price is once again becoming a central reference point at shelf. The real challenge for the market, however, is to turn this increased transparency into a better and clearer value proposition for the consumer.