Shoppers are visiting two or more supermarkets in the same trip and almost half are reducing food waste in efforts to save money, according to a study.
Almost seven in 10 food and grocery shoppers (68%) said they were now prioritising saving money, the IGD ShopperVista research revealed.
%VIRTUAL-SkimlinksPromo%The poll revealed 42% of shoppers have visited two or more supermarkets in the same shopping trip during the last month, 48% are reducing food waste to save money and 29% have paid for their shopping in two parts to benefit from a loyalty scheme or promotion over the last year.
Nearly half of consumers (46%) say planning and budgeting is a higher priority now, with 57% of those with children - regardless of social class - saying they put more effort into their shopping to maintain quality while keeping costs down.
IGD chief executive Joanne Denney-Finch said: "Just because people are interested in saving money it doesn't mean they have to compromise on the quality of their food. Smart shoppers are finding imaginative ways to save money and maintain quality at the same time.
"As well as planning better, reducing food waste and cooking from scratch, shoppers are becoming more creative. This includes going to more than one store in a single shopping trip, as they continue to find ways to secure the best value during the downturn.
"Smartphones, money-saving websites and apps have helped people make more informed choices and find the deals and promotions that allow them to save money while maintaining quality.
"The best companies are working with shoppers to help them stretch their money further without sacrificing quality."
IGD surveyed 1,000 consumers between March 1 and March 31.
Seven of the craziest supermarket glitches
'Smart shoppers' cutting food bills
One of the most popular glitches, was a wine deal at Tesco back in November 2012, where a series of offers clashed, leaving a bottle of £9.99 wine selling for £1.50.
The 'three wines for £10' deal apparently clashed with a '25% off when you buy six or more bottles' deal. The 25% was accidentally taken off the original price rather than the reduced one, leaving the wine at rock bottom prices. Deal-hunters cleared the shelves around the country.
Perhaps the most popular glitch from Tesco came in June 2011, when instead of taking £4 off the cost of a £20 case of beer, the supermarket accidentally started selling the cases for £4. The ensuring rush was nicknamed the 'beer stampede'.
Sadly not every supermarket pricing glitch comes with such a happy ending for consumers. In March last year the bargain-hunters thought their luck was in, when Tesco accidentally priced the new iPad at just £44.99 instead of around £650. Sadly it spotted the mistake before shipping the goods. The small print on its website meant it could refuse to sell at this price, and refund their customers instead.
In September 2012, Asda was responsible for one of the most expensive glitches. The Asda Price Guarantee offered vouchers to customers who could have got their shopping cheaper elsewhere.
However, when certain trigger products were in the basket, the supermarket massively under-priced the shopping at other supermarkets, and offered huge vouchers to shoppers. In many instances the vouchers came to roughly the same as the cost of the shopping.
In April, a mistake on their website resulted in Tesco selling 8 packs of Bulmers cider 568ml bottles for £5 - rather than a six pack for £8.
Deal-hunters snapped up the deal online, and had varying degrees of success. Some had their order delivered in full, others had six delivered for £5 - and were able to negotiate their way to another two, while others were offered six for £5 or their money back.
October last year saw one of the most famous glitches, when Tesco Terry's Chocolate Oranges were subject to two deals at the same time, and the price dropped from £2.75 to 29p. There were plenty of people getting chocolate oranges last Christmas.
A buy-one-get-one-free deal went awry at Tesco in March. People putting four tubs of I can't Believe It's Not Butter or Oykos yogurt packs into the trolley were only being charged for one.
Soon the online deal-hunting community was in action, with one person bagging 50 tubs of butter and 22 pots of yogurt for £8.79 - a saving of £133.89.