Better-off families and young people were most likely to change their diets plans based on promotional offers.
Joanne Denney-Finch, chief executive, IGD, said: “Even better-off families are adjusting their shopping habits as they adjust to the squeeze on incomes.”
“We have become a nation of savvy shoppers as austerity has become the ‘norm’. Before the credit crunch most of us would tend to do our food and grocery shopping at the same store and buy pretty much the same products week-in, week-out.
“But now, we are shopping around more and also making the most of the different offers available to us.”
More than four in 10 (43%) shoppers report freezing more of the fresh items they buy on multi-buy in order to boost shelf-life and cut waste.