Britons buy more ‘wonky’ veg and frozen food as living costs soar
Households are turning to “wonky” vegetables and frozen food in a bid to keep costs down as grocery prices soared by a record 13.9% last month.
Inflation in supermarkets is running at the highest level since at least 2008 when the market research group Kantar first began collecting data, adding £643 a year to the average family’s grocery bill which now tops £5,200.
Steeper checkout bills are adding to pressure on households already struggling with higher energy and petrol costs, while some homeowners have also experienced a surge in their mortgage payments.
Shoppers are seeking out ways to offset inflation with sales of cheaper imperfect vegetables – known in some stores as “wonky” veg – up by 38% in September while sales of frozen foods, which can help reduce waste, were up 10%. Sales of fresh vegetables are also up – by 6% – suggesting households are also cooking more from scratch as a way to save cash.
Fraser McKevitt, the head of retail and consumer insight at Kantar, said: “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.”
He said families are also switching to cheaper supermarket own-label goods from well-known brands. Almost two-thirds of Asda customers put one of its Just Essentials value range in their basket.
The launch of the cut-price range has helped the UK’s third largest supermarket attract 417,000 new shoppers and increase sales at 4.5%, ahead of its traditional rivals Tesco, Sainsbury’s and Morrisons. Asda, which was bought out by the billionaire Issa brothers and private equity group TDR Capital two years ago, has
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