Hard-up shoppers turn to wonky veg to reduce their grocery bills

Hard-up shoppers turn to wonky veg to reduce their grocery bills

Hard-up shoppers turn to wonky veg to reduce their grocery bills as sales of supermarket ranges of misshapen food soar by 38 per cent in a month amid cost-of-living crisis

  • Shoppers are turning to wonky fruit and vegetables amid soaring cost-of-living 
  • People are spending £643 more on groceries than last year, new data shows
  • Supermarket own-label lines also increased by 8.1 per cent this month
  • *Have you started buying wonky fruit and veg due to rising costs? Send pictures to [email protected] 

Shoppers are turning to wonky fruit and vegetables as the price of groceries reaches a record high and the cost-of-living hits people hard, new figures show. 

Have you started buying wonky veg?

Send pictures to [email protected] 

People are now forking out an average of £643 more on their grocery shopping than last year after inflation hit 13.9 per cent over September.

This is a record high since marketing data and analytics company Kantar began tracking prices during the 2008 financial crash.

Customers sent collective sales of ranges including Tesco Perfectly Imperfect and Morrisons Naturally Wonky up 38 per cent last month in an apparent effort to offset soaring bills. 

Supermarket own-label lines also increased by 8.1 per cent this month, while branded items declined by 0.7 per cent.

And marmalade sales rose by 18 per cent in September as the nation paid its respects to the Queen.

Customers sent collective sales of ranges including Morrisons Naturally Wonky up 38 per cent last month in an apparent effort to offset soaring bills (stock image)

Shoppers are turning to wonky fruit and vegetables as the price of groceries hits a record high (Stock image)

Wonky veg ranges tend to be cheaper than the normal packs of fruit and vegetables (stock image)

People also appear to be searching for cheaper ways to cook rather than using their ovens. 

Sales of cooking appliances including slow cookers, air fryers and sandwich makers, which generally use less energy, are up by 53 per cent, the data shows. 

Meanwhile sales of duvets and electric blankets have grown by 8 per cent, while candles increased by 9 per cent, suggesting people may be preparing for possible winter blackouts.

Fraser McKevitt, head of retail and consumer insight at Kantar, said: ‘The cost-of-living crisis is still hitting people hard at the checkouts and this latest data will make tough reading for many.

‘Of course, consumers are looking for ways to manage budgets and to avoid paying more for their shopping. 

‘We’re generally reluctant to change what we eat, so this is more about sticking to the food we know and love while hunting for cheaper alternatives like supermarkets’ own label goods.

‘We aren’t seeing dramatic evidence of diets changing. For example, while frozen veg sales have gone up slightly, there hasn’t been a big switch away from fresh products, which are still worth 10 times more. 

‘However, one standout from the data this month was the surge in marmalade sales by 18 per cent as the nation paid its respects to the Queen.’

‘We’re generally reluctant to change what we eat, so this is more about sticking to the food we know and love while hunting for cheaper alternatives, ‘ an expert has said (stock image) 

More people are also turning to own label products by different supermarkets rather than branded products (stock image)

The scale of price rises is trumping sustainability concerns for many people, with the proportion of British shoppers who try to buy products with more environmentally friendly packaging slipping to 59 per cent, down from 62 per cent last year.

Asda led the way among the biggest traditional supermarkets, attracting an additional 417,000 customers over the 12-week period.

For the fifth month in a row, Lidl was the fastest growing grocer this period, pushing up its sales by 20.9 per cent over the 12 weeks, marginally ahead of Aldi whose sales rose by 20.7 per cent. 

Lidl’s share of the market is now 7.1 per cent, up from 6.2 per cent last year while Aldi moved to 9.3 per cent from 8 per cent.

*Have you started buying wonky fruit and veg due to rising costs? Send pictures to [email protected] 

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