SUPERMARKETS use a sneaky tactic to make us all spend more – they put their best bargains on the bottom shelves, and the most expensive items at eye-level.
It’s one of many tricks retailers use to get their customers to spend more in store.
A recent investigation by MoneySavingExpert.com found that at three major supermarkets – Tesco, Asda and Sainsbury’s – the same branded products in different sizes were better value when they were on the bottom shelf.
The best value items are usually those that are in bigger packs, but this means you’re getting more for your money per 100g/ml.
For example, at eye-level there are boxes of 40 teabag Yorkshire Tea in Asda for £1.59, which works out at just under 4p each.
But on the bottom shelf there are Yorkshire Tea boxes of 240 teabags for £4, which works out at just over 1.5p each – significantly less.
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The MSE team also found that Tesco is selling original 114g Pot Noodle pots for £1.32 each (or £1.16 per 100g) at eye-level, while on the bottom shelf there are packs of 4x90g pots for £2, which works out at 55.6p per 100g.
And in Sainsbury’s there are cans of Heinz soup at eye-level costing 95p per 400g can (or 23.8p per 100g), while on the bottom shelf there are 4x400g cans for £2.50, which works out at 15.6 per 100g.
While not every supermarket puts it bargains on the bottom shelves, it’s a common trick used by retailers and is fairly widespread – so it’s worth getting down on your haunches to have a quick look.
Other tricks used by supermarkets to get their customers to spend more money include putting snacks near the checkouts to encourage tired, hungry and irritable shoppers to pick up an unhealthy treat, and putting more expensive items at the front of the store, like flowers and baked goods.
Of course, there is an element of bulk-buying here, as the smaller, single items are usually more expensive, while the bigger packs are more expensive.
But as long as you have room to accommodate the food in your kitchen, and it’s not going to go past its use-by date, buying bigger is almost always the cheapest option.
Supermarkets will also often put own-label items on the bottom shelves, so make sure you crouch down and check out the own-brand products on offer, as these are typically cheaper than branded goods.
Gary Caffell, deals editor at MoneySavingExpert.com, said: “This appears to be yet another tactic supermarkets use to make us spend more. You don’t even need to change your brand, we easily found loads of items at major supermarkets where the same branded product was better value on the bottom shelf.”
Recent figures from the British Retail Consortium (BRC) found food inflation accelerated to 1.4 per cent in May up from 0.9 per cent in April.
It means food prices are going up at their fastest rate for more than three years.
Hannah Maundrell, editor in chief of money.co.uk said there are simple ways for UK families to cut down on their food shopping bills.
These include checking the small print when going grocery shopping, following their favourite supermarkets on social media to track the latest deals and most importantly not going shopping hungry to avoid buying too much.
Here's how to cut the cost of your grocery shop
WE spoke to Hannah Maundrell, editor of Money.co.uk, about how you can cut the cost of your shopping bills:
- Write yourself a list – Only buy items that you need. If it isn’t on your list, don’t put it in the trolley
- Create a budget– Work out a weekly budget for your food shopping
- Never shop hungry– you are far more likely to buy more food if your tummy is rumbling
- Don’t buy pre-chopped veggies or fruit– The extra they’ll charge for chopping can be eye watering
- Use social media– follow your favourite retailers to find out about the latest deals
- Be disloyal– You may want to go to different stores to find the best bargains
- Check the small print– It’s always worth checking the price per kg/lb/litre when comparing offers so you’re making a like for like decision as a bigger box won’t necessarily mean you get more
- Use your loyalty cards– Don’t be afraid to sign up to them all. They all work slightly differently – work out what bonus suits you better and remember to trade in your points for additional rewards.
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