[Photo: FILE]

A new market survey by the Consumer Council of Fiji has revealed that supermarket prices for commonly used household goods have increased by as much as 35 percent, placing further pressure on Fijian families already struggling with the rising cost of living.

The Council says products such as jasmine rice, eggs, vape mats, cookies, tea bags, bathing soap, sausages, washing powder, toilet paper and cooking oil recorded average price increases ranging from 15 percent to more than 35 percent between late March and early May this year.

According to the Council, consumers are not only being affected by higher shelf prices linked to the global fuel crisis, but also by the quiet reduction or removal of supermarket discounts that many families depend on to stretch their budgets.

The findings are part of a nationwide market surveillance exercise carried out over several weeks across various supermarket chains.

The Council describes the trend as a form of “hidden inflation”, where standard retail prices may appear stable, but shoppers are ultimately paying more at the checkout because promotional discounts have been reduced.

Chief Executive Seema Shandil says families are facing a growing financial burden that is not always immediately visible.

Shandil says deep discounts that consumers once relied on are gradually disappearing, creating what she calls a “discount illusion” in supermarkets.

She warns that the continued impact of the global fuel crisis on supply chains could further reduce remaining discounts on staple items, resulting in even higher grocery bills in the coming months.

The Council says this “staircase effect”, where prices rise and rarely return to previous levels, is creating a new and more expensive cost-of-living standard for households.

Consumers are being advised to compare prices, look for bargains and carefully plan household spending as inflationary pressures continue.

We are trying to get comments from the government regarding the findings.