More than half of shoppers (52%) often change their meal plans based on which products are on promotion at the supermarket, according to the latest research published today by IGD ShopperVista.
The research also shows that it is better-off families and young people who are most likely to make changes to what they eat.
Sixty two per cent of ABC families often change what meals they buy to take advantage of promotions compared with 53% of C2DE families, and 60% of 25 to 34-year-olds also often change their eating habits based on what’s on promotionversus 47% of 55+ year-old shoppers.
Joanne Denney-Finch, chief executive of IGD, said: “We have become a nation of savvy shoppers as austerity has become the ‘norm’. Before the credit crunch most of us would tend to do our food and grocery shopping at the same store and buy pretty much the same products week-in, week-out.
“But now, we are shopping around more and also making the most of the different offers available to us.
“More than four in ten (43%) shoppers say they are freezing more of the fresh items they buy on multi-buy in order to increase their shelf-life and reduce waste, while 35% of shoppers told us they are planning more meals according to the dates on multi-buy fresh food, over the last six months.
“And even better-off families are adjusting their shopping habits as they adjust to the squeeze on incomes.”