Sales of value lines have grown 47% in the last year as food prices soar, research suggests.
Shoppers have been switching away from branded sauces, cereals and drinks, and opting for supermarkets' own-brand equivalents to save money at the till, research suggests.
Households are facing an increase of £788 to their annual grocery bills "if they don't change their behaviour to cut costs", said Kantar analyst Fraser McKevitt. Many supermarkets have also been using price-matching with rivals and savings through loyalty schemes to encourage people to shop with them, Mr McKevitt added.
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