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Are Brits becoming 'shopping sluts'? Are Brits becoming 'shopping sluts'?
(about 3 hours later)
By Vanessa Barford and Tom Geoghegan BBC News Magazine
Many supermarket-goers are wedded to their brand of shop. But as people begin to draw in the purse strings, some are starting to see benefits in being a more promiscuous consumer.Many supermarket-goers are wedded to their brand of shop. But as people begin to draw in the purse strings, some are starting to see benefits in being a more promiscuous consumer.
High-end food retailer Marks & Spencer is the latest High Street name to predict a fall in profits due to the economic slowdown. But as shoppers start to cut costs, discount supermarkets such as Aldi, Lidl and Netto - which sprouted up around the UK in the early 1990s - are beginning to see new faces arriving though their sliding doors.High-end food retailer Marks & Spencer is the latest High Street name to predict a fall in profits due to the economic slowdown. But as shoppers start to cut costs, discount supermarkets such as Aldi, Lidl and Netto - which sprouted up around the UK in the early 1990s - are beginning to see new faces arriving though their sliding doors.
Evidence suggests once loyal shoppers, who in the past have been faithfully wedded to a single supermarket brand, are starting to experiment with younger, cheaper models.Evidence suggests once loyal shoppers, who in the past have been faithfully wedded to a single supermarket brand, are starting to experiment with younger, cheaper models.
Neil Saunders of Verdict Research says it is not just a case of switching stores. Shoppers are being more selective about what they buy, dipping into the value ranges when they need to.Neil Saunders of Verdict Research says it is not just a case of switching stores. Shoppers are being more selective about what they buy, dipping into the value ranges when they need to.
"They are trading down on basic items like loo rolls or basic vegetables, but still buying a premium item too, maybe instead of going out for a meal. It's flexing according to the budget of the household.""They are trading down on basic items like loo rolls or basic vegetables, but still buying a premium item too, maybe instead of going out for a meal. It's flexing according to the budget of the household."
New territoryNew territory
We are more aware of the cost of things now Paul EnglishManagement consultantWe are more aware of the cost of things now Paul EnglishManagement consultant
Paul English, a 41-year-old management consultant from Bristol, who has two young children, says his family changed its shopping habits in February, purely for financial reasons.Paul English, a 41-year-old management consultant from Bristol, who has two young children, says his family changed its shopping habits in February, purely for financial reasons.
He had never ventured into Lidl before.He had never ventured into Lidl before.
But while they used to shop solely at upmarket retailer Waitrose - where they still buy fresh fruit and vegetables on a weekly basis - they now bulk buy products such as toilet roll, kitchen roll, rice and olive oil at Lidl once a month. He estimates this saves £30 a week.But while they used to shop solely at upmarket retailer Waitrose - where they still buy fresh fruit and vegetables on a weekly basis - they now bulk buy products such as toilet roll, kitchen roll, rice and olive oil at Lidl once a month. He estimates this saves £30 a week.
He calculates the family makes a further saving of about £20 on food a week - simply because they buy altogether less.He calculates the family makes a further saving of about £20 on food a week - simply because they buy altogether less.
"We are more aware of the cost of things now," he says."We are more aware of the cost of things now," he says.
Mr English says most of his friends are switching where they shop, and although he would not be attracted elsewhere by aggressive price promotions, he was pleasantly surprised by the range of products and well-known brands at budget supermarkets.Mr English says most of his friends are switching where they shop, and although he would not be attracted elsewhere by aggressive price promotions, he was pleasantly surprised by the range of products and well-known brands at budget supermarkets.
Adjusting habitsAdjusting habits
The experience at Lidl isn't pleasant - but the prices are fantastic Chris JonesDirector of Carbon House PrintThe experience at Lidl isn't pleasant - but the prices are fantastic Chris JonesDirector of Carbon House Print
He is not alone. Chris Jones, 38, a company director, started frequenting a discount retailer in Bristol two months ago.He is not alone. Chris Jones, 38, a company director, started frequenting a discount retailer in Bristol two months ago.
"I used to do all of my shopping at Sainsbury's but noticed that the fruit and vegetables were becoming really expensive," says Mr Jones."I used to do all of my shopping at Sainsbury's but noticed that the fruit and vegetables were becoming really expensive," says Mr Jones.
"The experience isn't pleasant," he says, "but the prices are fantastic - half the price of Sainsbury's - and I now tend to eat a healthier diet as a result of the cheaper fruit and veg.""The experience isn't pleasant," he says, "but the prices are fantastic - half the price of Sainsbury's - and I now tend to eat a healthier diet as a result of the cheaper fruit and veg."
Mr Jones estimates that whereas a weekly shop used to cost £80, it is now more like £40. And he only goes to Sainsbury's for things he can't find otherwise - like exotic fruit, unusual spices, fresh fish and toiletries.Mr Jones estimates that whereas a weekly shop used to cost £80, it is now more like £40. And he only goes to Sainsbury's for things he can't find otherwise - like exotic fruit, unusual spices, fresh fish and toiletries.
Donald McFetridge, head of retail studies at the University of Ulster, says many shoppers have been surprised that they "can get a quality product at a very keen price" at big discount stores.Donald McFetridge, head of retail studies at the University of Ulster, says many shoppers have been surprised that they "can get a quality product at a very keen price" at big discount stores.
'Across the board''Across the board'
Mr McFetridge has observed people of all incomes adjusting their shopping habits.Mr McFetridge has observed people of all incomes adjusting their shopping habits.
"I think it's happening right across the board, although it's fashionable for middle-class mums to talk about how they are trimming their budgets. There's almost a pride and camaraderie in discovering that avocados are 29 pence in Netto.""I think it's happening right across the board, although it's fashionable for middle-class mums to talk about how they are trimming their budgets. There's almost a pride and camaraderie in discovering that avocados are 29 pence in Netto."
It is not just the "deep discount" shops which are seeing a benefit.It is not just the "deep discount" shops which are seeing a benefit.
I do miss the ready meals, but they are the half price in Tesco - everything just costs a lot less there Fiona ThomsonAdmin managerI do miss the ready meals, but they are the half price in Tesco - everything just costs a lot less there Fiona ThomsonAdmin manager
Fiona Thomson, a 50-year-old admin manager at Imperial College, London, used to carry out her weekly shop at Marks & Spencer but could no longer justify the expense.Fiona Thomson, a 50-year-old admin manager at Imperial College, London, used to carry out her weekly shop at Marks & Spencer but could no longer justify the expense.
When she took out a new, more expensive mortgage in February she traded M&S for Tesco - combining it with trips to a budget superstore for economy packs every six weeks or so.When she took out a new, more expensive mortgage in February she traded M&S for Tesco - combining it with trips to a budget superstore for economy packs every six weeks or so.
As a result, she saves about £30-£40 a week.As a result, she saves about £30-£40 a week.
"I do miss the ready meals, but they are the half price in Tesco - everything just costs a lot less there," she says. "And I still go to M&S for the occasional treat.""I do miss the ready meals, but they are the half price in Tesco - everything just costs a lot less there," she says. "And I still go to M&S for the occasional treat."
Short-term changesShort-term changes
But will these new, more promiscuous shopping habits last? Mr McFetridge doubts it, believing as shoppers have more money again they will revert to old habits.But will these new, more promiscuous shopping habits last? Mr McFetridge doubts it, believing as shoppers have more money again they will revert to old habits.
And although discount supermarkets are reaping the benefits of the credit crunch, they are growing from a very small base. The combined market share of Aldi, Lidl and Netto is still short of Somerfield's, for example,And although discount supermarkets are reaping the benefits of the credit crunch, they are growing from a very small base. The combined market share of Aldi, Lidl and Netto is still short of Somerfield's, for example,
"These players have been in the UK for a long time now and when they arrived there were discussions about how they would shake up the market and they haven't," says Mr Saunders. "So the idea that suddenly, after all these years including past recessions, they're going to take over is fanciful."These players have been in the UK for a long time now and when they arrived there were discussions about how they would shake up the market and they haven't," says Mr Saunders. "So the idea that suddenly, after all these years including past recessions, they're going to take over is fanciful.
"And even if they do make in-roads there would be a response from Tesco and Sainsbury's, like cut-price promotions and better deals on Clubcards.""And even if they do make in-roads there would be a response from Tesco and Sainsbury's, like cut-price promotions and better deals on Clubcards."