Shoppers overspend by seeking supermarket discounts


Half of Irish shoppers overspend, shop more frequently or buy what they don’t need – just to qualify for supermarket discount vouchers.

That’s according to a new study by Coyne Research, commissioned on behalf of Aldi Ireland.

It found that consumers were spending an extra €9 on average, with three in ten saying the extra spending was over €10.

This suggests that shoppers could spend up to $477 more per year on groceries than they need, if they overspend every time they shop.

46% of shoppers surveyed said discount offers such as “buy one, get one free” and “three for two” prompted them to spend more than expected, while 43% said it prompted them to buy things they didn’t really need or want.

At a time when many people are struggling financially due to the rising cost of living, 42% said such deals don’t help them save money.

The study also shows that 30% of consumers believe that supermarket loyalty programs and coupons lead them to waste food.

“Our research tells a story that Irish shoppers are beginning to question whether coupons are really benefiting them or delivering real savings,” said Bernie Coyne, managing director of Coyne Research.

Aldi Ireland stressed that they do not operate a loyalty program or discount vouchers, and instead focus on offering the lowest possible prices.

Last week, figures released by Kantar showed grocery store prices are 7.7% higher than a year ago.

This puts the rate of grocery price inflation at its highest level since August 2008, despite a 3.1% drop in consumer spending on groceries.


Comments are closed.