‘Stigma of buying reduced food has gone’

There is no longer a stigma in buying food bearing a “reduced” label as shoppers take pride in getting a bargain, according to a supermarket.

A survey for Waitrose found 53 per cent of shoppers buy from the reduced section more often than they did five years ago, with the figure rising to 68 per cent of 18- to 24-year-olds.

More than a quarter (26 per cent) of consumers believe there is no longer a stigma attached to buying reduced-price food, with 67 per cent saying they are better at getting a good deal than five years ago and 37 per cent saying they hate to see food go to waste.

But Britons are resistant to compromising on meat, wine, chocolate, coffee and toilet rolls. The report said: “If we do need to make cutbacks, we’re more likely to reduce the amount we buy, rather than choose a lower quality.”