Wealthier shoppers head to the discounters

The latest IGD ShopperVista research shows 31% of shoppers said they will be using discounters like Aldi and Lidl for their grocery shopping more, up from 24% a year ago and is the highest level since the monthly tracking survey began in 2010.

People from higher socio-economic groups with children are most likely to use discounters more. Some 39% of ABC1 shoppers with children said they will use discount supermarkets in the year ahead against 30% of C2DEs with children

Young shoppers are the most likely to use grocery discounters in the year ahead with 39% of 18 to 24 year-olds against 26% of those aged over 55.

IGD chief executive Joanne Denney-Finch said: “Events like the Jubilee weekend, Euro 2012 and the Olympics, are boosting food and grocery sales, while lower inflation is helping British shoppers. The underlying trend, however, is still one of shoppers putting in more effort into their food shopping while contending with considerable pressures on their household budgets.”

She added: “Even better-off shoppers, especially those with children, are looking to discount stores to save money as they feel the squeeze. While they remain a small part of the overall grocery market – representing just 4.5% – discounters have been broadening their appeal to help even higher-income shoppers to tighten their belts.”