"Different PB Prices by Retailers, Careful Comparison Needed When Purchasing"

Korea Consumer Agency's Price Survey of PB Products by Retailers
Differences Arise Due to Manufacturers and Pricing Policies

The Korea Consumer Agency announced on the 24th that a survey of private brand (PB) product prices by major domestic retailers revealed price differences depending on the manufacturer, distribution structure, and pricing policies of each company.

PB (Private Brand) products are displayed at a large supermarket in Seoul. Photo by Yonhap News

According to the Korea Consumer Agency's analysis of PB bottled water prices sold at major domestic large discount stores and e-commerce platforms, the unit price of PB bottled water (2ℓ) at large discount stores was the same at E-Mart and Lotte Mart, both priced at 1,980 KRW (6 bottles, 17 KRW/100㎖) and 2,000 KRW (6 bottles, 17 KRW/100㎖) respectively, while Homeplus was slightly higher at 2,190 KRW (6 bottles, 18 KRW/100㎖).

For PB bottled water (2ℓ) sold on e-commerce platforms, SSG.com priced it at 1,980 KRW (6 bottles, 17 KRW/100㎖), matching the unit price of large discount stores, but Coupang priced it at 6,190 KRW (12 bottles, 26 KRW/100㎖), which is 9 KRW (52.9%) more expensive per unit than SSG.com. The Korea Consumer Agency explained that these price differences are attributed to differences in water sources and manufacturers.

PB Vienna sausages sold at large discount stores showed price differences based on the pork content, manufacturer, and distribution method. Lotte Mart was the cheapest at 5,990 KRW (500g, 1 pack, 120 KRW/10g) with a pork content of 90.69%. E-Mart priced it at 8,980 KRW (330g, 2 packs, 136 KRW/10g), which is 16 KRW (13.3%) more expensive per unit than Lotte Mart, but the pork content was higher at 93.32%, a 2.63 percentage point difference.

PB instant rice had the same manufacturer but showed price differences depending on the distribution method. This is believed to be due to differences in the volume supplied by the manufacturer and pricing policies of each retailer. Among large discount stores, E-Mart offered the cheapest PB instant rice at 10,800 KRW (210g, 12 packs, 429 KRW/100g). Lotte Mart priced it at 11,900 KRW (210g, 12 packs, 472 KRW/100g), which is 43 KRW (10.0%) more expensive per unit than E-Mart. On e-commerce platforms, Coupang priced PB instant rice at 9,890 KRW (200g, 12 packs, 412 KRW/100g), and SSG.com at 10,800 KRW (210g, 12 packs, 429 KRW/100g).

PB milk prices varied depending on the manufacturer or distribution method. Among large discount stores, E-Mart offered the cheapest PB milk (Grade 1A) at 2,260 KRW (900㎖, 1 pack, 251 KRW/100㎖). Lotte Mart priced it at 2,590 KRW (930㎖, 1 pack, 278 KRW/100㎖), which is 27 KRW (10.8%) more expensive per unit than E-Mart. On e-commerce platforms, Coupang offered the cheapest PB milk (Grade 1A) at 2,122 KRW (900㎖, 1 pack, 236 KRW/100㎖), while SSG.com priced it at 2,380 KRW (900㎖, 1 pack, 264 KRW/100㎖), which is 28 KRW (11.9%) more expensive per unit than Coupang.

Additionally, among PB toilet paper (3-ply) sold at large discount stores, E-Mart was the cheapest at 10,580 KRW (33m, 30 rolls, 107 KRW/10m). Lotte Mart priced it at 12,900 KRW (28m, 30 rolls, 154 KRW/10m), which is 47 KRW (43.9%) more expensive per unit than E-Mart. On e-commerce platforms, SSG.com was the cheapest at 10,580 KRW (33m, 30 rolls, 107 KRW/10m), while Coupang priced it at 11,198 KRW (30m, 30 rolls, 124 KRW/10m), which is 17 KRW (15.9%) more expensive per unit than SSG.com.

Large discount stores and Super Supermarkets (SSM) are required to display unit prices for designated items in offline stores according to regulations. A survey of price tags for 36 products from six companies subject to unit price display obligations (large discount stores and SSMs) found that 17 products from five companies (E-Mart, Lotte Mart, Homeplus, GS The Fresh, Lotte Super) had missing or incorrect unit price displays, indicating a need for improvement. All these companies stated they plan to improve unit price displays.

Although online malls are currently not obligated to display unit prices, some online malls voluntarily display unit prices in preparation for mandatory unit price display. Online malls found to have missing unit price displays during the survey have also decided to display unit prices following this investigation.

The Korea Consumer Agency stated, "PB products may vary in price depending on the manufacturer, distribution method, and pricing policies," and urged consumers to carefully compare and select products when purchasing PB items.

This content was produced with the assistance of AI translation services.