A cut-rate supermarket war is underway in the country; this after the entry of a major chain, Max Val-U into the grocery field.

This has triggered price competition meaning better deals for the buyer.

Director of Retail Marketing for Carpenters Fiji Ltd, Kuna Sabaratnam believes MH’s lower-priced supermarkets will be sustainable.

“In the end of the day, I think our own importation of line and our business associates were supporting this initiative has got us on the same footnote.”

The Commission in charge on stimulating competition’s, chief executive, Joel Abraham says these supermarkets make their return through high volume sales.

“Although the percentage charged on each item sold is less when you accumulate it into a bigger subset then you will look at the fact that one particular customer is probably spending more because the purchasing power has increased, there is value for money – so it’s more of a value driven system of business oppose to looking at profits over cost.”

Supermarket advertisements and sale values have increased drastically over the last few months.