Manitoba is set to become the first Canadian province to mandate unit pricing on all packaged food products, a move aimed at helping consumers identify shrinkflation and make informed purchasing decisions. The proposed regulation, announced by the provincial government on June 22, 2026, would require retailers to display the price per standard unit—such as per 100 grams or per litre—alongside the total price.
What Is Unit Pricing and Why It Matters
Unit pricing allows shoppers to compare the cost of similar products regardless of package size. For example, a 400-gram box of cereal priced at $4.99 would show a unit price of $1.25 per 100 grams, making it easy to compare with a 500-gram box at $5.99 ($1.20 per 100 grams). Consumer advocates say this transparency is critical as manufacturers reduce package sizes without lowering prices—a practice known as shrinkflation.
According to a 2025 study by the University of Manitoba, shrinkflation has affected nearly 30% of packaged goods in Canadian supermarkets over the past five years, with consumers paying the same or more for less product. The province's minister of consumer affairs, Lisa Naylor, stated, “Manitobans deserve to know exactly what they are paying for. Unit pricing will put power back in the hands of shoppers and hold retailers accountable.”
Details of the Proposed Mandate
The regulation would apply to all grocery stores, supermarkets, and big-box retailers selling packaged food. Exemptions may include small businesses with fewer than three employees or products sold by weight at deli counters. The government plans to consult with industry stakeholders over the next 90 days before finalizing the rules, with implementation expected by mid-2027.
Retailers that fail to comply could face fines of up to $10,000 per day. The Competition Bureau of Canada, which has been investigating shrinkflation practices, welcomed Manitoba's initiative. A bureau spokesperson said, “We support measures that increase price transparency and help consumers detect unfair practices.”
Industry Reaction and Challenges
Major grocery chains, including Loblaw and Sobeys, have expressed concerns about the cost of updating shelf labels and point-of-sale systems. The Retail Council of Canada estimated that compliance could cost the industry $50 million upfront. However, consumer groups argue that the long-term benefits outweigh the costs. “This is a small price to pay for fairness,” said Sarah Thompson, executive director of the Manitoba Consumer Association.
Some retailers already provide unit pricing voluntarily, but the mandate would ensure consistency across all stores. The government plans to run a public awareness campaign to educate consumers on how to use unit pricing effectively.
Broader Implications for Canada
Manitoba's move could set a precedent for other provinces. Ontario and British Columbia have signaled interest in similar legislation, and federal Consumer Affairs Minister François-Philippe Champagne said Ottawa is “closely watching” Manitoba's progress. A national mandate would require coordination with provincial governments, as food retail falls under provincial jurisdiction.
The policy also aligns with global trends. The European Union requires unit pricing on most packaged goods, and Australia has similar rules. In the United States, unit pricing is common but not universally mandated.
