Savvy supermarket shopping to save on the rise, research reveals

SHOPPERS are riding a supermarket merry-go-round, visiting multiple stores each week to save money. And a study shows that’s not the only trick they’re using.

SHOPPERS are riding a supermarket merry-go-round, visiting multiple stores each week to save money.

A study reveals 70 per cent of buyers now often head to three or more retailers to cut grocery bills — up from 52 per cent six years ago.

Discount operator Aldi is often the first stop, followed by goliaths Coles and Woolworths to top off the trolley.

Consumer insights specialist Mike Cassidy said “savvy shoppers” were on the rise as households felt the squeeze from low wages growth and supersized mortgages.

“People are keen to extract more value from fewer dollars,” Mr Cassidy said. “So they’ll take advantage of different specials in different stores.”

Trips to multiple supermarkets in the same week has become the norm for shoppers. Generic picture: iStock

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As many as one in 12 supermarket visits were simply to pick up a single advertised special, he said.

More shoppers are also at ease buying a store brand or private label, especially for staples such as salt, toilet paper, drain cleaner and soda water.

The study, by retail trends agency Koji, found 43 per cent were comfortable choosing a cheaper private label for many categories. This compared to 35 per cent in 2011.

Separate IRI analysis shows private-label dollar sales growth across packaged groceries, convenience outlets, liquor and healthcare outpaced big-name brands in the past year.

Mum of one Sarah Bowen related to the findings.

“My local shopping complex has three supermarkets and I go to all for different products,” Mrs Bowen, of West Melton, said. “I get home-brand staples like pasta and canned tomatoes as I have learnt it’s the same, just in a different package.”

Sarah Bowen with her groceries. Picture: Alex Coppel.

Koji surveyed the habits of 2000 supermarket customers nationwide, and almost half said they now commonly bought some items in bulk.

“Examples from our focus groups are buying mince in bulk, then making several different styles of dishes with it,” Mr Cassidy said.

“Another was a mother who bought one bag of bulk lollies, then put these into three separate bags for her children.”

The study also found almost one third of shoppers regularly used websites to compare grocery prices — almost double that of six years ago.

Koji surveyed the habits of 2000 supermarket customers nationwide, and almost half said they now commonly bought some items in bulk.

Private label groceries are becoming increasingly popular. Generic picture: iStock

Mr Cassidy said shoppers were using a range of clever preparation methods to stretch out their purchases.

“Examples from our focus groups are buying mince in bulk, then making several different styles of dishes with it,” Mr Cassidy said.

“Another was a mother who bought one bag of bulk lollies, then put these into three separate bags for her children.

“And a father admitted diluting his children’s orange juice with water. This was more about making it last longer than for any associated health benefits.”

The study also found almost one third of shoppers regularly used websites to compare grocery prices — almost double that of six years ago.

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@KarenCollierHS