Best food deals sought by more savvy shoppers

By Mike Stones

- Last updated on GMT

Related tags: Igd chief executive, Supermarket

Savvy shoppers are upping their use of money saving websites and smartphones
Savvy shoppers are upping their use of money saving websites and smartphones
Cash-strapped consumers are becoming increasingly savvy about how to minimise bills by hunting out the best grocery deals, revealed a new survey by grocery think-tank IGD.

Nearly half (42%) of shoppers have visited two or more supermarkets in the same shopping trip during the past month, while 48% were cutting food waste to save money, according to the latest IGD ShopperVista research.

Almost a third (29%) of surveyed shoppers paid for their shopping in two parts to benefit from a loyalty scheme or promotion over the past year.

Budgeting a bigger priority

Nearly half (46%) of shoppers said that planning and budgeting was a bigger priority. That was particularly high among shoppers with children.

Joanne Denney-Finch, IGD chief executive, said: “Just because people are interested in saving money, it doesn’t mean they have to compromise on the quality of their food. Smart shoppers are finding imaginative ways to save money and maintain quality at the same time.

“As well as planning better, reducing food waste and cooking from scratch, shoppers are becoming more creative. This includes going to more than one store in a single shopping trip, as they continue to find ways to secure the best value during the downturn.”

Denney-Finch added that smartphones, money-saving websites and apps were helping people make more informed choices and the most cost-effective deals while maintaining quality.

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