The nation's shopping habits have changed dramatically because of the cost of living and the Covid crisis, according to retail data analyst Kantar. People are now visiting supermarkets less often, buying more own-brand products and have signed up to loyalty schemes for discounts.
Data put together for the BBC shows that the average number of food shopping trips has dropped from 18 a month to 16 since before Covid.
As well as rising costs, the shift to working from home since lockdown has reduced the opportunities for people to shop.
The second trend has seen online shopping drop, from a peak of 15.4% during lockdown to 11.7% now. Before the pandemic it was 8%.
The third shift has seen the proportion of cheaper own-brand sales increase from 45% to 51% according to Kantar.
Catherine Shuttleworth, founder of retail analysts Savvy Marketing, said: "Even shoppers who would have rejected own label are now buying own label. So it's not just people forced to do it, people who have a choice are also downtrading."
The fourth shift has seen sales at bargain supermarket chains Aldi and Lidl rise 23% over the last year. That's more than twice as fast as sales are growing at Tesco and Sainsbury's.
And finally the proportion of shopping made up of in-store deals has dropped from 40% to 25% as people use loyalty schemes for discounts instead.
