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Comparing liquids means normalising to a litre, taking care with units — one is quoted in millilitres and the other in litres more often than not. That unit mismatch is exactly where shelf comparisons go wrong.
Price per litre
price per litre = price / volume in ml x 1000, or price / litres
Packaging and handling are a large share of the cost of a small unit, and convenience commands a premium. Ratios of two or three to one are common.
Yes. Compare on made-up volume, not bottle volume, or a concentrate looks far more expensive than it is.