Grocery bills in the UAE are set to drop permanently. Choithrams, one of the country's oldest supermarkets, has cut prices on around 10,000 everyday products. This is a big move to give residents long-term savings, not just short promotions. CEO Mark Mortimer-Davies said these price changes will be "locked for the long term" as the new normal across the Emirates. The price cut averages about 15% on items like rice, dairy, fresh produce, and cleaning products. Some household goods saw cuts over 20%. The price reset comes in three phases this year, with the first affecting 3,500 products and returning an estimated AED 13 million in savings to shoppers. Director Dinesh Pagarani explained the change responds to a 2025 survey showing customers want more everyday value amid budget pressures, especially before Ramadan. This is a structural change, aiming for predictable low prices while keeping quality and choice intact. The UAE government supports stable prices, using digital tools to monitor costs in real time. Other retailers, like Carrefour, have done similar price freezes to protect shoppers' budgets. Choithrams’ bold price reset is a fresh breath for UAE consumers, promising lighter grocery bills in the months ahead.