An indigestible helping of hype

We keep on hearing that there is an ongoing battle for dominance among the supermarket chains.

- Christian Stephen

Woolworths is clinging to its perch at the top end of the market, Pick n Pay is tightening its belt by closing some stores and Checkers is making advances on all fronts.

Desperate shoppers (not just housewives) were hoping that this struggle for supremacy would result in a price war. The weekly shopping would not be an agonising experience. A glance at the price tags wouldn't have you reaching for the blood pressure tablets. And handing over your card at the till wouldn't result in a snooty message from the bank saying that your account is in arrears.

Sadly this isn't the case and there has been no let-up in the weekly price increases.

The constant search in those glossy advertising inserts must continue. Is there somewhere with a vaguely affordable price for olive oil? Is there a special on tins of butter beans or tomatoes? Can you afford to buy some fruit this week (even if it's just bananas and apples)?

And then you have to spend your precious time off from work going from store to store to find the bargains. While you are doing this you can scowl at the lucky few who stroll up and down the aisles at Woolies filling their trolleys with pre-packed salads, tenderstem broccoli, Egyptian grapes and Karoo lamb chops.

Spare a glance also for those who are just there for the buy-three-get-one-free tins of baked beans.

This time would be much better spent lying on the couch binge watching trash TV to recover from the stressful jobs we have to do to earn the money to pay for these overpriced food items.