A Choithrams supermarket in the UAE. ARCHIVE

UAE supermarket chain Choithrams has announced permanent price reductions on around 10,000 everyday products, describing the move as a long-term pricing reset rather than a temporary promotion. Mark Mortimer-Davies, CEO of Choithrams, said the reduced prices are “permanent” and part of a “long-term pricing approach on around 10,000 products.” The changes will be rolled out in three phases. On average, prices have been reduced by 15 per cent across physical stores and online platforms. “The objective is to make everyday essentials more affordable on a sustained basis and to ensure pricing is competitive and aligned with other major retailers,” Mortimer-Davies said. The retailer described the move as one of the largest pricing overhauls undertaken by a UAE supermarket, covering nearly a third of its product range. What’s getting cheaper? The first phase includes about 3,500 products and is expected to return around Dh13 million in savings to customers. Items seeing reductions include rice, bread, eggs, dairy drinks and fresh chicken at 9 percent to 14 percent lower. The retailer is also making a 20 percent cut on prices of cleaning sprays and aluminum foil, and up to 25 percent on deodorant and shampoo. Biscuits and snack items will be 17 percent to 19 percent cheaper, while canned seafood and frozen potato products will be priced at around 15 percent lower. The company said the decision followed a 2025 customer survey involving nearly 8,000 shoppers, with affordability and value cited as key concerns. Choithrams said the strategy focuses on products households typically purchase every week, signalling a structural shift in pricing rather than short-term discounts. ICA/Expat Media
For all the latest news from the UAE and the world, follow us on Facebook, Twitter and Instagram and subscribe to our YouTube page