Half of shoppers ‘buy what they don’t need’ to chase supermarket discounts

Half of Irish shoppers are overspending, shopping more frequently or buying what they don’t need in order to pick up supermarket money-off vouchers.

According to a new study by Coyne Research, commissioned on behalf of Aldi Ireland,  consumers spent on average €9 extra, with three in ten claiming their additional spend was over €10.

This suggests that shoppers could be spending up to €477 more a year on groceries than they need to, 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”  had led them to spend more than they planned, while 43% said it led them to buy things they don’t really need or want.

Meanwhile, 42% admitted such offers don’t help them save money.

The research also shows that 30% of consumers believe supermarket loyalty schemes and money-off vouchers lead them to waste food.

“Our research tells a story that Irish shoppers are beginning to question whether money-off vouchers really benefit them or provide them with real savings,” said Bernie Coyne, Managing Director of Coyne Research.

Aldi Ireland say they do not operate a loyalty scheme or money-off vouchers, and are instead focused on offering the lowest prices possible.