Savvy shopping now mainstream

Date : 18 August 2014

Shoppers are now using four different grocery shops on average each month and more of them are visiting two or more stores on the same trip, as savvy shopping tactics have become the norm.

IGD’s ShopperVista research shows that nearly half of shoppers (47%) say they now use several grocery stores on the same trip, up from four out of ten (42%) who said the same last year.  It is part of the trend of shoppers being prepared to put in more effort when buying their food and groceries to help them get the best quality, at the best value.

Other popular techniques that savvy shoppers now use include:

  • Coupons: Over half (55%) of shoppers say they used coupons when food and grocery shopping 
  • Planning: 46% of them report that they are planning more before they shop for their food and groceries
  • Reduced to clear: 44% said they shop at a specific time in the last year in order to make the most of the ‘reduced to clear’ section

 Joanne Denney-Finch, IGD chief executive, said: “While the UK economy continues to improve and some shoppers tell us they’re feeling better off, savvy shopping techniques picked up during the recession have become mainstream.

“In spite of improving economic conditions it continues to make sense to put in extra time and effort to help us get the best quality, at the best value when buying our groceries. On average shoppers are using around four different grocery formats each month, and the most popular combination is supermarkets, convenience stores as well as food and high street discounters.

“Using two or more grocery stores on the same trip is an increasingly popular budgeting technique used by shoppers regardless of their demographics. Shoppers tell us that they’re proud to talk about the savings they are achieving by researching and shopping around more.

“Using coupons is also proving popular with shoppers. There’s now less stigma associated with using them and retailers have been making them more targeted and easier to use, to help people plan. 

“Technological advances mean that people have more comparative information available to them at a swipe of a smartphone or tablet. There are also more grocery choices available whether it’s additional convenience and discount stores, or extra online shopping options such as home delivery subscription services. So it’s never been a better time to be a savvy shopper.”


 Notes to editors:

  1. IGD is a food and grocery research and training charity
  2. IGD ShopperVista is a monthly analysis of British grocery shopper sentiment. We’re talking to over 1,000 shoppers every month to provide insight on their attitudes, motivators and barriers to food and grocery shopping, and what they expect to be doing in the future
  3. The shopper data was conducted between 1st May to 31st May 2014

For more information contact:

Krishan Rama on:

[email protected] or 01923 851 924 or 07889 010262