So far this year, British shoppers have been in denial – spending more than they did in 2007, in spite of the mounting evidence that their incomes were being squeezed. Until now that is. Latest research from MINTEL shows that reality is beginning to strike and we Brits are now making dramatic changes to the way we do our food shopping.Indeed, exclusive consumer research from MINTEL shows that in the last 12 months alone, 41% of shoppers have switched to cheaper brands and three in ten (34%) have cut down on the premium ranges, such as Tesco Finest and Sainsbury’s Taste the difference, that they buy.

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