The past few years has seen a step change in consumer attitudes. Price consciousness has never been more prevalent, but this is no longer restricted to certain segments of society - even those on the highest salaries are bargain hunting.
Own branded discounted alternatives for the main four supermarkets have not proved very successful because, despite wanting better prices, consumers are still very much in love with brands and the familiar look and taste they bring.
Discounters like Aldi and Lidl are on the rise, selling copycat equivalents of the big brands at discount prices, which deliver this sense of familiarity that they know consumers are craving.
Shoppers are also changing the way that they consume, paying closer attention to both financial and environmental waste.
To assess just how prevalent these trends are and understand the attitudes behind them, we surveyed 1,000 men and women aged between 18 and 65 years+ from all over the UK, and interviewed them about their shopping habits and purchasing decisions.
We hope you find the findings insightful.