A third of shoppers don’t understand unit pricing, where price is flagged up per gram or litre of the product, says new research from UMIST.

It says 31% did not understand it was a tool to compare product pricing; 35% of shoppers surveyed said they could not be bothered to check; and 28% thought it was too difficult to use.

Those least likely to look were women, the less educated and shoppers aged 18-24.