PEOPLE are juggling their shopping between three supermarkets on average, with a quarter of consumers visiting more than one branch during a single trip, according to a new survey.
The poll of 1,000 people found that despite many of the big stores offering loyalty cards, the idea was a thing of the past. Buoyed by the rise of cut-price retailers Aldi and Lidl, more than a third of those questioned said they had switched stores in the past six months.
The research for the parenting website Mumsnet found that 10 per cent now shun Tesco, Asda, Sainsbury's and Morrisons for the discount German retailers.
The poll revealed a large proportion (21 per cent) of high-earning households, on £70,000 and £99,000 a year, said they shop at Aldi.
Almost a quarter earning between £70,000 and £99,000 per annum use Lidl.
Mumsnet chief executive Justine Roberts said: "Shopper behaviour is rapidly changing, meaning it's vital for supermarkets and retailers to understand what mothers are looking for the when they decide where to shop and communicate with them at relevant times in relevant ways to ensure they regularly return."
Meanwhile, another poll found people across the UK are grocery shopping at least twice as often as they were five years ago.
Waitrose has discovered that "time poor" shoppers are increasingly switching to buying little and often, with spending up in convenience stores and a quarter of consumers visiting one every day, statistics compiled by the supermarket reveal.
Waitrose managing director Mark Price said: "The twin pillars of convenience and technology mean that people shop more often and in ways that suit them."
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