We all love a bargain, and it turns out even families on good incomes like looking for a discount.
In fact, households with incomes over £50,000 a year are more likely to be seen pushing a trolley round a discount supermarket, than those earning less than £15,500, according to market analyst Mintel.
So, what can you do to make sure you're getting the best deal on your weekly food shop?
Don't be loyal to your supermarket
Loyalty doesn't pay, but the good news is in most towns you're not limited to just one supermarket or shop.
Discount supermarkets are a great place to start, but even shopping around the big-name stores can help you save a few pounds on everyday essentials.
Don't be loyal to a brand
We're all guilty of buying the same brand time and time again, regardless of the price, just because we know we like it.
But, a lot of the time the cheaper brands are made in the same factory using similar ingredients.
Why not try out some of the cheaper, or own-brand labels and see if you can taste the difference.
Don't assume deals are good value
In our hunt for a bargain, it's easy to get distracted by the special offers and buy-one-get-one-free deals.
But those colourful stickers on the shelves are designed to make you think you're getting a good price, when it might not be as good as you think.
Make sure you check the cost by size, which should be on the shelf label. This will tell you how much something costs per gram or millilitre. Compare this price to the cheaper brands to be sure you're getting the best price.
Buy what you need, not what's run out
Just because you've run out of something does not mean you have to run out and buy it again.
Ask yourself, do you actually need the item or could you just as easily live without it? Even better, make sure you use up what you already have, before heading to the supermarket to stock up.
This way, you'll not only spend less on your food shop, but also waste less.
Take a list with you
Supermarkets are designed to get you spending. Popular products positioned at eye level, attractive displays at the end of aisles, impulse buys next to the till – all there to get you to spend more money.
The easiest way around this is to make a list of the things you need before heading to the shop, and then sticking to it when you're doing your shopping.
Planning meals so you don't need to do top-up shops and not hitting the supermarket when you're hungry are also simple ways to spend less.
Use your leftovers
Brits wasted £13 billion of perfectly good food in 2015, according to the Waste and Recycling Action Programme (WRAP). That's about £700 of food per household.
Just think about how much your finances could benefit from an extra £700 a year!
By simply not buying too much food and using what you already have before buying more, you can not only save yourself money, but cut down on the amount of waste you're producing.
Love your freezer
The best way to stop wasting food is to use your freezer.
As long as you wrap the food well, it's a great way to save leftovers, make the most of multibuy offers, or just make something last a little longer.
This article is provided by the Money Advice Service.