Upmarket Supermarket Shoppers Heading To Budget Chains To Top Up

A recent survey reveals that nearly two thirds of consumers who use upmarket stores such as Marks & Spencer, Waitrose, Booths and Whole Foods Market top up their weekly shop at budget supermarkets. The research by conducted by vouchercloud.com showed that people are stocking up on every day essentials such as canned goods, fruit vegetables and toiletries at upmarket stores then heading to budget supermarkets for the premium ‘can’t live without’ goods such as wine and champagne. Of the 2000 surveyed 64% admitted to using budget supermarkets as well as upmarket stores. And of those who use upmarket and budget supermarkets at least once a month, more than two thirds (68%) use budget supermarkets more often than they did a year ago. Greg Le Tocq, MD, vouchercloud said: “We may have less money in our pockets these days but this survey shows we won’t go without life’s little luxuries. This is also evident when you look at the most common searches on vouchercloud.com. Restaurant and dining out deals are consistently in the top five. Consumers are shopping smarter not harder to ensure they don’t go without the finer things.” Looking at the results region by region, Marks & Spencer come out top in the upmarket stakes with between 59% (Wales) and 86% (Scotland) choosing to shop at the high street favourite, with Waitrose coming a close second. When asked which budget supermarkets they favoured, Aldi takes this crown with 53% (East and West Midlands) choosing to shop here weekly, followed by Lidl. 69% of respondents also said they use budget supermarkets more often than one year ago. NamNews - Tuesday 21st May 2013