Consumers should be extra vigilant when shopping in supermarkets over the coming weeks in order to avoid paying over the odds for some items, a trade association has warned.
On a day which marked the official end to the Groceries Order and the introduction of new competition legislation, the Retail, Grocery, Dairy and Allied Trades Association (RGDATA) said consumers should be aware of potential marketing ploys by supermarkets.
Tara Buckley, director general of RGDATA, said consumers should be wary of "gimmicks" whereby the price of one item is reduced, but other prices may be increased.
She gave the example of milk, which was offered by one supermarket last year on a two-for-one basis, as one product which may be reduced in cost in the coming months to attract customers to stores.
"But supermarkets know that customers are going to buy more than the advertised milk and they also know that most consumers don't know the prices of products," said Ms Buckley.
"I don't believe there is going to be any great saving for consumers. Instead there will be less choice regarding where to shop and in what type of shop."
She added that the focus on reducing costs could affect the quality of products available and said the onus was on consumers to ensure they received a high standard of product.
Minister for Enterprise and Trade Micheál Martin has said that new rules will protect smaller operators from the most aggressive policies of larger chains and that the rules will be under constant review.
Dunnes Stores, Superquinn and Tesco Ireland all declined to comment when contacted by The Irish Times yesterday, stating that it remains their policy not to comment on matters regarding the Groceries Order.