Strong indications of price manipulation and consumer misleading have been identified in the operation of e-kalathi, according to the Cyprus Consumers Association, which warns that a tool designed to promote transparency and price comparison risks producing the opposite result.
Concerns raised over January 2026 data
In a statement referring to January 2026 figures, the Association says that e-kalathi “has shifted from being a tool of proper consumer information to one that may lead to misleading conclusions”, citing practices that distort the real cost of shopping.
The Association specifically notes that “there are strong indications of ‘cooking’ prices in order to give the impression that one supermarket is cheaper than another”, despite this not reflecting the true overall cost of a consumer’s basket.
Selective discounts on listed products
According to the Association, some supermarkets display significantly lower prices for products included on e-kalathi compared with similar or identical products that are not listed on the platform.
A characteristic example involves a children’s yoghurt, where one flavour – the only one included in e-kalathi – is sold for under €2, while other flavours from the same range are sold at higher prices.
The Association questions how a product with a wholesale price of €2.75, as listed by the manufacturer, can be sold at retail for less than €2. Such practices, it says, may be used to create the impression that a supermarket is cheaper overall, without reflecting the true cost of the full shopping basket.
Limited product range in major chains
At the same time, in several supermarket chains with nationwide coverage, the number of products included in e-kalathi remains extremely low. This, the Association argues, significantly limits consumer choice and undermines any meaningful price comparison, as the “basket” does not reflect the actual range of products available on store shelves.
In some cases, a reduction in the number of listed products compared with early January was also observed. Additionally, price differences have been recorded between stores belonging to the same chain, a development that did not exist until August 2025 and further complicates reliable comparisons.
Price gap continues to narrow
Finally, the Association highlights a steady and notable reduction in the percentage difference between the total cost of common products at the most expensive and the cheapest supermarkets.
Specifically, the difference stood at 13% in July 2025, 11.7% in August, 9.3% in September, 6% in October, 5.8% in November, 4.6% in December and 4.4% in January.
It is noted that for all months, comparisons were made between the same supermarket chains with nationwide store coverage.
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