Consumer New Zealand warns many supermarket specials aren't special at all

It's found some grocery items are discounted so often - it should legally be considered the regular price.

The prices of 22 grocery items at Countdown, New World and Pak'n Save were tracked over three months.

Chief Executive Jon Duffy says there's a slow creep of bad behaviour in the supermarket sector.

He says there are only two players in the market - and competition on good price and service would be greater if there were more.