Shoppers are actively seeking out savings on their grocery bills by searching around for the best deals.
According to James Walton, chief economist at the Institute of Grocery Distribution, a new trend is emerging among shoppers.
He said: "Shoppers have shown us over the last couple of years just how dynamic they are. Shoppers are hunting out value in a very active fashion.
"They may be shopping at different stores for different things and hunting for the best deals. One of the other things that has come through is that they are trading time for money."
For example, ten years ago consumers might have bought ready meals that cost more but save time whereas today, shoppers are prepared to cook from scratch, Mr Walton added.
Therefore, people are trying to make savings by searching for the best deals and spending more time on preparing meals.
Consumers could find the best deals on groceries or everyday goods by comparing different stores online.
According to a press release by Verdict Research on August 19th, the increase in profits experienced by bargain-retailer Poundland also signals a shift in consumer's attitudes.
Poundland announced that it had witnessed an 81 per cent increase in profits in the last year, which is partly due to the recession and people trying to make savings.
In 2007, the firm only attracted four per cent of the population but it now appeals to almost seven per cent of the British shopping public on a regular basis.
Verdict Research has found that in 2007, only two per cent of people in the AB tax bracket visited the store but that figure has doubled as over four per cent regularly make purchases in the shop today.
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