Choithrams permanent price cuts will lower the cost of roughly 10,000 everyday items across the United Arab Emirates. The move, promoted as an “everyday low price” programme, aims to ease household bills and boost value for shoppers ahead of key spending seasons.
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Price Reset Covers Nearly One-Third of Product Range
Choithrams’ price reset affects about one-third of its stocked range. The cuts span food, fresh and frozen items, household cleaners, and personal-care basics. The retailer says the average reduction is about 15%, with larger cuts on some staples.
- Total SKUs affected: ~10,000 everyday essentials.
- Phase 1: ~3,500 high-frequency items, rolling out first.
- Projected savings (phase 1): ~AED 13 million returned to consumers.
- Timing: Three-phased roll-outs through H1 2026.
Shoppers should expect updated shelf labels and “everyday low price” tags as each phase hits stores.
Visible Changes for Shoppers
- Look for new labels. Shelves will show “everyday low price” tags.
- Phase-one savings first. Rice, milk, bread, eggs, and detergents are among the early cuts.
- Check receipts. Prices are permanent, so compare receipts across visits.
- Expect roll-out. Not all items change at once — it’s phased through H1 2026.
- Watch competitors. Other chains may follow with similar offers.
These are practical steps regular shoppers can use to verify savings quickly.
Strategic Shift and Long-Term Affordability Plans
Company executives framed the change as a long-term pricing strategy, not a short promotion. They gave three clear goals:
- Improve affordability for UAE households.
- Drive stronger value and customer loyalty.
- Respond to consumer feedback from shopper research.
The chain says the reset followed research showing affordability is a top concern for customers.
Household Savings Projected at AED 13 Million
Choithrams estimates about AED 13 million in consumer savings from phase one alone. Actual household benefit will vary by basket size and shopping patterns. Families buying staples regularly will see the biggest monthly gains.
A large, permanent price reset forces supply-chain choices. Retailers may seek higher volumes, renegotiate supplier terms, or pare slower lines to protect margins. Analysts say other chains will closely watch Choithrams’ move. For UAE residents, lower staple costs can ease monthly budgets and help during Ramadan and peak spending periods.
