attempt to slash the cost of food by maximising offers and obsessive
Price comparing has become an obsession with British parents looking to
get through the crunch, with a study by Dalepak showing a radical change
way that families are shopping to counteract ever shrinking budgets. The
study reveals one in five now spend at least 26 hours* per year
cost of food when shopping for the family.
As part of the research, Dalepak known for its frozen crispbakes and
grills, interviewed over 1,000 parents from across the UK to discover
what behavioural changes have been made to food shopping and feeding the
Findings reveal that whilst 72% of
parents have increased their time comparing food prices as a means to
surviving the recession, one in five spend a minimum of half an hour per
weekly shop weighing up prices of their favourite goods.
Almost all surveyed (96%) have adopted new shopping habits to help
reduce the weekly food bill, with 38 per cent putting a stop to impulse
buys and 16 per cent obsessed with comparing cost per gram to keep costs
to a minimum. Other habits acquired to help reduce till receipt includes
shopping without the kids (13%), shopping less regularly (11%) and
travelling further to seek out bargains (8%).
A change in behaviour doesn’t stop in the supermarket, with almost 80%
making considerable changes to the weekly family
meal plan, with the top five
1. Stopped weekly take-aways (58%)
2. Cutting out deserts (10%)
3. Introduced left-over night (7%)
4. At home date nights (5%)
5. Introduced a vegetarian night (3%)
The survey also highlights that a third of people in the UK are turning
to their parents and grandparents for advice to get through the crunch,
elders who could well be encouraging the 47 per cent of people who have
started dabbling in the ‘good-life’. Just over 30 per cent are now
growing their own vegetables and one in ten starting their own herb
garden, with a lesser six per cent who think keeping chickens is the way
forward. With all this said, 53 per cent still think self sufficiency is
not the most cost effective way to feed the family stating it easier and
cheaper to buy all their food from the supermarket and local shops.
Trent Hughes, social commentator, said, “The research by Dalepak really
does highlight that the crunch has instilled some obsessive shopping
behaviour and considerable changes in meal plans, as mums and dads
across the country look at ways to claw back every last penny. I am by
no means an exception to this behavioural evolution!
“One of the great things to come out of the current financial climate is
that it is causing most of us to show that we still have that ‘make the
best of a bad situation’ attitude running through us. We’re taking the
difficulties being thrown at us and using it as a way to create more
opportunities to extend our shopping pound.”
Jenni Tent Hughes now lives by the following shopping rules;
1. Cook food in larger amounts (it’s cheaper), then freeze it to use at
a later date rather than sticking the leftovers in the back of the
fridge to be thrown away at the end of the week.
2. Still treat yourselves to the occasional takeaway but cook the rice
and vegetables at home.
3. Keep it simple, research your products and don’t just buy whatever
the snazzy ads direct you towards. Often these ‘four-in-one’ products
aren’t necessary and are definitely more expensive.
Anne Claypole, spokesperson at Dalepak commented, “We carried out the
research after experiencing a boom in sales for our frozen crispbakes
and grills from the onset of the credit crunch. Our findings show that
mums and dads up and down the country are investing a substantial amount
of time comparing prices, therefore these products must tick all the
boxes where value is concerned, and taste, as they keep coming back for
“We hope that parents can claim back that hours spent comparing cost per
gram of food, and scouring the supermarkets for the best price from
their meal preparation time; just adding vegetables to our crispbakes
provides a substantial family meal ready in less than 30 minutes and
costs under a pound per person.”
Dalepak frozen crispbakes, grills, ribsteaks and burgers are available
from all good retailers, starting from just £1 for a pack of four. For
more information about Dalepak products, visit
According to the Dalepak survey, a fifth of parents spend at least
half an hour per shop comparing prices of food products.
Survey of 1,000 people was conducted on behalf of Dalepak by The
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