In a discovery that’s left many Australians scratching their heads, Vegemite – one of the country’s most iconic pantry staples – is selling for a lower price in the UK than in Australia. Despite being produced locally, a 220g jar of Vegemite is priced at £2.20 (about $4.23 AUD at the time of writing) in major UK supermarkets like Tesco and Morrisons. In contrast, the same jar costs $5 at Coles in Australia, while a slightly larger 280g jar is priced at $6.20 at Woolworths.
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What’s Behind the Price Difference?
Several factors may explain this puzzling price disparity. Professor Roberta Crouch from the University of Sunshine Coast suggested that international wholesale prices, import tariffs, and differing retail margins could all be contributing. Interestingly, UK retailers might have secured lower wholesale prices, allowing them to pass on savings to customers. Moreover, factors such as free-trade agreements and the competitive nature of the UK grocery market may also be playing a role.
“By all logic, it should be dearer in the UK because of the extra costs like transfer and tariffs,” explained Crouch, emphasising that international supply chains are often more complex than they appear. However, the reality shows Vegemite on British shelves at a lower price, leaving many Australians frustrated.
A National Outrage
Unsurprisingly, social media has exploded with outrage, with many Aussies expressing disbelief that a homegrown product could be cheaper overseas. “It’s cheaper to have Vegemite delivered to my door from Amazon than to buy it at Coles or Woolworths. Wild,” one user remarked.
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Others have called the situation “shameful” and “un-Australian,” with one person quipping, “For me, it’s paying that much for Vegemite when I’m in the same suburb it was made in.
A Wider Issue?
Vegemite isn’t the only Australian product to face this pricing dilemma. Tim Tams, another Aussie favourite, have also been spotted for sale in the UK at lower prices than in Australia. This has led to broader concerns about local retail pricing practices, with calls for consumers to “vote with their wallets” and explore alternatives where available.
