‘Savvy’ shopping now the norm, finds study
Published:  21 August, 2014

Food and grocery research and training charity, IGD, has reported that “savvy” shopping tactics have become the norm.

Research carried out by the charity showed that consumers were visiting several different shops when food shopping, to achieve the best quality and value.

The ShopperVista study found that 47% said they now use several grocery stores on the same trip, up from four out of 10 (42%) who said the same last year.

Joanne Denney-Finch, IGD chief executive, said: “While the UK economy continues to improve and some shoppers tell us they are 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 and convenience stores, as well as food and high street discounters.”

The research also showed different shopping techniques were proving popular with consumers, with more than half (55%) using coupons while shopping; 46% reported having pre-planned their shop, while 44% said they shopped at a specific time to take advantage of “reduced to clear” sections.

Denney-Finch explained: “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 are proud to talk about the savings they are achieving by researching and shopping around more.

“Using coupons is also proving popular with shoppers. There is 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 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 has never been a better time to be a savvy shopper.”