Supermarket squeeze

Shoppers being made to feel the squeeze by rising food prices are changing their shopping habits and opting for more own brand produce, according to research from Mintel.

One in three families is cutting back on fruit, vegetable and organic products in an attempt to make savings. are what consumers are cutting back on most.

A study by mySupermarket found astronomical price rises from the big four supermarkets – Tesco, Asda, Sainsbury's and Morrisons. Sainsbury's own brand cornflakes have increased in price by 37 percent, while Tesco's vegetable oil now costs shoppers an extra 43 percent.

Which? executive director, Richard Lloyd said: 'People are feeling the squeeze from soaring food prices. They are changing their behaviour and becoming more savvy shoppers when it comes to groceries, but there's only so much they can do to cut back on the basics.'

The real winners are budget supermarkets Aldi and Lidl, whose sales have enjoyed a 20.2 percent and 15.6 percent increase respectively.

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