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Ashley dilva is the Chief Executive Officer of choice and he joins me now in the studio uh good morning Ashley thanks for your time and thanks for waiting there can you just firstly before we look at the results tell me how the survey was conducted and the motivations behind commissioning such research sure so we sent mystery shoppers to 81 stores across Australia that included Kohl's Woolworth IG and ALDI and the motivation here is to really make sure that we're bringing transparent pricing to Consumers so we know right now cost of living is everyone's feeling it and in fact our own research from March shows that 87% of households are citing the cost of goods at the grocery is one of the driving pressures so we really wanted to make that obvious for people you mentioned there the transparent pricing but as we just uh commented there on the statement from uh the calls and and were worse you know they they say that their pricing is on their respective websites is that enough it is on their respective websites but I think one of the things you start to look at when you do a survey like this we deliberately exclude promotions and discounts so this isn't trying to help people understand what's the best deal I can get at Kohl's or wwor or Audi it's to say as a general principle how do they price at these stores so we really actually exclude oneoff discounts and things like that and look at the base level pricing of similar items and we do that because again we did some research earlier this year that shows that it's quite baffling for consumers to navigate actual value when it comes to discounts and promotions so a lot of people in fact one in four couldn't actually tell if this label I'm looking at is actually even a discounted item yeah we spoke I think uh earlier this year about that but if indeed some of these limited time offers or promotions were included could it be the case that callls and Woodworth could come out cheaper on a basket average than Aldi yeah it's possible that they could so we we do publish on the site at choice.com do the exact prices of that include specials and those that don't so it is always worth consumers shopping around for the best price and we'd continue to Advocate that they do that I think when it comes to looking for Change and transparency though prices have definitely increased over the recent years and it's hard for consumers to actually kind of understand without all this confusion around promotions and discounts would the prices have increased as substantially as they have if we had clear a line of sight around what was actually going on yeah and that takes time and it means you need to be a Savvy Shopper as well I want to ask you about if there it was any material cost differences in different locations around the country so where you live does make a difference I mean obviously in areas without an Aldi you have less choice so that affects people living in Tasmania and the NT but even aside from that we saw that wa costs about a dollar more for people living in wa and similarly it's different between Regional and Metro so it was about 70 cents more expensive in Metro areas yeah we're looking at the basket of goods now on average with those States and territories and you can see that that difference there starkly between Tasmania and the ACT they're the two extremes of that area do you expect that profit margins will be pressured by ongoing public and political scrutiny look there has been so much sh about Supermarket prices and choice started looking at this when we gave CO's and War Worth to Shan Kei last year for the feeling that consumers had around cashing in during a cost of living crisis I think for us right now one of the key inputs will be the A C inquiry into pricing at supermarkets it is a complex issue there's more P there's more to be said than a survey like this and we hope that that Ser that the the work of the a c will kind of look at this end to end certainly for us you know the things that we're looking to see are strengthening unit pricing laws some some actual definitions around promotions and providing more historical pricing so that again we can actually see how supermarkets are increasing and changing prices with transparency over time and will Choice continue doing this uh sort of undercover work we will so this has been funded by the the government to make sure that we're kind of making this as available as we can so that'll look like doing a survey every 3 months for the next three years and as we go along we'll continue to vary items a bit so that we're kind of keeping those insights fresh but particularly as you as time goes on we'll start to hopefully be able to see some insights around the trends over time as well okay and just before I let you go um just more Bri broadly what are some of your tips for customers who are still doing it you know really hard with the cost of living uh issues that that all of Australia is really facing yeah look I'll focus on people who can't easily get to an ald but there are things you can do so looking at different Supermarket prices online and seeing where you might be able to find the best price for things on your list the only thing there is you've got to factor in the extra time and effort to get to multiple places beyond that I think looking at turning off the autopilot that we all kind of mostly walk into supermarkets with and really slowing down to take a look at Alternatives so for example with fresh fruit and veg stay away from pre-cut and prepackaged things you tend to pay premium look at the imperfect range our own researchers found you can save about 28% on things that aren't like the typical ugly looking ugly looking Li tastes exactly the same as the good-looking one exactly exactly house brands are also worth the crack again choice is regularly tested these types of things we often find that house Brands outperform well-known National Brands uh and make use of the unit pricing so that's often the smaller print that kind of makes it easy per gr per kog whatever that may you can really Spot Best Value plane plan your meals ahead you canre um CHR Ashley great speaking with you thank you for your time Ashley DEA there from choice for