The Cyprus Consumers Association (CCA) has warned of “strong indications of price ‘manipulation’” in the ‘e-basket’ (or e-kalathi in Greek) platform, the price comparison mechanism set up for supermarkets in Cyprus.
According to the CCA, the indications of price ‘manipulation’ give the impression that one supermarket is cheaper than another, transforming the e-basket mechanism from a tool of accurate information to “a tool that may mislead consumers”.
The Association notes the ‘e-kalathi’ platform began operating in June 2025 with the aim of offering consumers a useful and practical tool that would help choose the cheapest supermarket or cheapest prices, while encouraging price reductions through healthy competition.
E-kalathi failing its goals
“Unfortunately, despite the fact that e-kalathi has completed seven months of operation, the evidence so far leads us to conclude that it has largely failed to achieve the above purpose and objective. On the contrary, there are strong indications that the prices recorded on e-kalathi may mislead consumers regarding the ‘cheapest’ and ‘most expensive’ supermarket,” the Association notes.
In a survey conducted by the CCA in January 2026, it emerged there are supermarkets whose products included in the digital platform are priced much lower than other products that are not included in the e-kalathi listing. This finding requires further investigation, it notes, to determine the wider impact of this pricing policy on consumers.
Price of yoghurt depends on flavour
The CCA provides an indicative table of the price of a children’s strawberry-flavoured yoghurt dessert included in e-kalathi. The Association compares the price of this product in each supermarket against the same product in other flavours that are not listed in e-kalathi.
The comparison shows that supermarkets that offer the e-kalathi product at a cheaper price sell the other flavours at a higher price, which could mislead consumers about which supermarket is actually cheaper. It is noted that among the supermarkets compared (Alphamega, Sklavenitis, Athienitis, Kkolias, Ioannidis, Super Discount, Metro), only Athienitis and Ioannidis keep the same price for all flavours of the same product, whether or not they are included in e-kalathi.
Furthermore, the Association records that for this specific product, the wholesale price listed in the manufacturer’s catalogue is €2.75, while in all supermarkets it appears to be sold at retail for under €2, prompting the Association to ask how this can be explained.
Limited number of common products in e-kalathi
In addition, the Association notes that only one of the seven major supermarkets included in the Consumer Protection Service announcement of 31 January has all the products listed, while the others differentiate their product ranges, making comparison impossible.
There is also a “continuous and noticeable reduction” in the percentage difference in total cost of common products between the most expensive and the cheapest supermarket. Specifically, in July 2025 the difference was 13%, in August 11.7%, in September 9.3%, in October 6%, in November 5.8%, in December 4.6% and in January 4.4%. It is noted that for all months the comparison is made between the same supermarkets with island-wide coverage.
The Association clarified that its conclusions were based and documented exclusively on what is recorded in e-kalathi.
E-kalathi is an electronic service provided by the Consumer Protection Service of the Commerce Ministry, which allows consumers to compare the prices of selected products (among different stores/supermarkets in Cyprus), either individually or as 'baskets'.
Source: CNA