According to Waitrose’s Food & Drink Report 2017-2018, released
today, 53 percent of shoppers buy from the reduced section more often than they
did five years ago.
For 18 to 24-year-olds, the figure is 68 percent.
Twenty-six percent of consumers believe there is no longer a stigma attached to
buying reduced food, with 67 percent saying they are better at getting a good
deal than they were five years ago while 37 percent hate seeing food go to
“Britain has become a nation of agile, price-savvy value-hunters,” the
“Our survey found that we’re not afraid to hunt out special offers or buy
food from the ‘reduced’ shelf to save money.”
“Customers enjoy exercising control over their budgets and tracking down the
It adds: “There is no snobbishness about mixing and matching between
brands or budget ranges, using our increased knowledge to get the best
“It’s less about saving money, and more about not wasting it.”
However, when it comes to meat, wine, chocolate, coffee and toilet rolls,
consumers were less willing to buy them at reduced prices.
“If we do need to make cutbacks, we’re more likely to reduce the amount we
buy, rather than choose a lower quality,” the report says.
The survey also found that 65 percent of Brits now visit a supermarket more
than once a day on a regular or occasional basis.
“We no longer need to plan meals in advance as it’s so easy to shop for
whatever we want at the last minute,” the report says.
“A third of us don’t decide what to have for dinner until at least 4 pm that
day, with 11 percent of us making a selection just before we eat.”
Source: Retail Gazette