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Discount chains such as Aldi and Lidl are reaping the rewards as Brits tighten their belts and the biggest rise in bargain-hunting shoppers is among middle class families.
A poll by IGD ShopperVista has revealed that families from higher socio-economic groups are the most likely to shop at a budget supermarket this year, with 39 per cent planning to seek out the best bargains, while just 30 per cent of lower income families said they would be shopping at a discount chain.
Young shoppers between the ages of 18 and 24 proved the most money savvy, with 39 per cent planning discount shopping trips, compared to 26 per cent of over-55s.
Overall, 31 per cent of respondents said they were planning to take advantage of Aldi or Lidl's low prices this year, up from 24 per cent in 2011.
Joanne Denney-Finch, chief executive of food industry analysts IGD, said that while the Jubilee weekend and a summer filled with big sporting events had helped to boost food and grocery sales, shoppers are still "putting more effort into their food shopping".
She told the Daily Mail: "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 per cent - discounters have been broadening their appeal to help even higher-income shoppers to tighten their belts."
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