Decisions, decisions!

As I approach my local supermarket, It's quite clear why it's so called, it is quite literally immense and sells almost anything you can imagine, in this single enormous space. Not only food and toiletries but clothes, D.I.Y. equipment, phones, music, films, kitchenware, wide screen t.vs and washing machines as well as glasses as now they even have their own opticians.The ever daunting task that is the weekly shop, still leaves me feeling slightly overwhelmed, the almost endless products that are available seem to be added to almost by the second and newly released items hit the shelves thick and fast. The sheer quantity of brands we have to choose from is baffling yet as regular shoppers we have cottoned on to the fact that the most expensive brand does not necessarily make it the best quality, best tasting or healthiest choice. Yet on the other hand some of the cheapest available really are sub standard, the cutting of corners to produce a cheaper product becomes obvious in quantity, taste or nutritional value and sometimes a combination of the three. We know that competition on the whole is generally a good thing as it keeps prices low, standard high and products are usually being improved regularly, companies have to strive to gain and keep our custom other wise we will take our custom else where as there is no shortage of competitors.

But is there too much choice? Especially when products of a similar kind seem to be aiming for the same objectives. High in taste and fibre, low in fat, salt and sugar for the food groups. Where as bathroom products boast their rich moisture, age defying and pH balanced. Surely this leaves them even less distinguishable and makes it yet harder to decide on a purchase that best represents us as individuals. Like for like products are designed and packaged more uniformly, each almost identical to the one either side of it and making similar claims.

Does are hunger for good quality cheap products mean that there will always be someone being exploited? It's no secret that farmers are receiving less and less in return for there efforts and the supermarkets profit margins are in the billions and growing. Is this the real cost of cheap consumerism? This is the harsh reality of competition and as with any form of competition there are winners and some very unfortunate losers.

Conflicting information from the media makes our shopping experience more confusing still. Even now in Britain we are being informed that organic produce is no better for you then those sprayed with pesticides. Yet we have been charged and willingly paid more for the privilege of going organic for years. What we should and should not be eating changes daily and depending on what paper you read or study you believe to be true at the time. You also have to take into consideration, who commissioned and funded the study or research and weather they may have an ulterior motive for the outcome of their efforts.

Then there is the issue of fair trade verses home grown produce, do you support struggling farmers from foreign waters or those from your own country? How does the quality of the product compare and how can you possibly judge who is more deserving of your custom? On top of that we are also expected to take into consideration air miles, our carbon footprint and our impact on the environment. But pineapples are not grown in Britain, maybe I should put it back?  Saying that they are only a pound and the dilemma continues through out the store for nearly every other product I come across every week.

The other issue I struggle with are which claims made by a product are honest and which are not? Just because they state that they are natural, does not necessarily mean that they are! Will it make me look ten years younger or give me hair like a celebrity, probably not, but we buy it in the vain attempt that it just might. Aside from spending my already stressful shopping experience reading and analysing the ingredients of the things I am considering purchasing, baring in mind I even understand what they are that is. there really is not much else I can do but to assume that it is what it says it is and does what it says it does.

Of course I could always shop at the local farmers market, but then you are left with the problems on the other end of the scale. They are significantly more expensive then the supermarket, have a minimal choice of goods and you are limited to only a few hours once a week. Which also happens to be a morning on a week day, which is at best inconvenient and impractical for most people and at worst beyond them due to work restrictions.

The shopping system is not fair or ideal but compared to most other countries in the world we are very fortunate and for that I am truly grateful. We have an abundance of food and other conveniences that many populations of the world can only dream of, it is just a shame that so many are exploited in the process.