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Shoppers ditch premium supermarkets as cost-of-living crisis bites

Supermarket switch.jpg

  • 46% of shoppers change supermarkets, with a further 30% considering doing so
  • Shoppers switch from M&S, Waitrose, and Ocado, citing cost-of-living crisis
  • Cost-savers, including Aldi and Lidl, record increase in customer numbers
  • Tesco and Asda gain market share, alongside a fall for Sainsbury’s
  • Research of over 2,500 savers conducted by Paragon Bank

Nearly half of shoppers have switched to cheaper supermarkets due to the cost-of-living crisis, new research has found.

The research of over 2,500 consumers found that while 46% of shoppers overall had already changed supermarkets, a further 30% are considering doing so.

Conducted by Paragon Bank, the research uncovered the number of people shopping with Marks and Spencer, Waitrose, and Ocado had fallen for each by at least 50%.

  • Marks and Spencer - Used to use: 47%. Now use: 21%
  • Waitrose - Used to use: 33%. Now use: 15%
  • Ocado - Used to use: 8%. Now use: 4%

The fall in the numbers shopping at premium supermarkets coincided with a rise in the use of cost-saving alternatives, with Aldi, Lidl, Iceland, and Farmfoods recording substantial growth in their number of customers.

  • Aldi - Used to use: 3%. Now Use: 82%
  • Lidl - Used to use: 5%. Now Use: 70%
  • Iceland - Used to use: 7%. Now use: 35%
  • Farmfoods - Used to use: 5%. Now Use: 14%

The changing habits of shoppers was also evident in falls and increases recorded by the market leaders, with Tesco and Asda both gaining ground whilst Sainsbury’s fell back.

  • Tesco - Used to use: 34%. Now use: 51%
  • Asda – Used to use:  22%. Now use 44%
  • Sainsburys – Used to use: 45%. Now use: 35%
  • Morrisons – Used to use: 36%. Now use: 33%

The shift in supermarket usage forms part of how consumers are responding to ongoing high food prices, with the research finding 45% of people cutting back on eating out and a further 32% ordering fewer takeaways.

Commenting on the findings Derek Sprawling, Saving’s Director of Paragon Bank, said:

“With savers facing ongoing high food costs it is understandable that they are taking pragmatic steps to find better value limit the impact of inflation, with the research finding substantial evidence of savers switching supermarkets and cutting back on meals out and takeaways – but savers should also bring this approach to their savings and financial planning.

“Shopping around for the best financial products for their circumstances could see savers receive a greater return on their savings pots. Big name banks do not always provide the best interest rates available in the market, with specialist banks often offering much improved rates.”

He continued: “Whilst a big-name high-street bank may currently offer savers less than 3% on a 1 Year Fixed Rate non-ISA savings account, a specialist may provide the same saver – depositing the same amount – over 3.5%.

“Over the course of a year this difference in interest rates could mean that customers are able to grow their savings pots and see a worthwhile reward for making the time to find the right product for them.”


For further information contact:

Tom Frew
Media Relations Manager
E: [email protected]

Notes to editors:

Paragon Bank PLC a subsidiary of the Paragon Banking Group PLC which is a FTSE 250 company based in Solihull in the West Midlands. Established in 1985, Paragon Banking Group PLC has over £13 billion of assets under management and manages over 450,000 customer accounts.

Paragon Bank PLC is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. Registered in England number 05390593. Registered office 51 Homer Road, Solihull, West Midlands B91 3QJ. Paragon Bank PLC is registered on the Financial Services Register under the firm reference number 604551.