Brits miss out on savings in the supermarket

Britons are missing supermarket savings with 27 million people failing to shop around for better deals, it has emerged.

Research by Alliance & Leicester has found that 36 per cent of Britons could be paying more than they need to for basic household provisions.

The survey revealed that although 97 per cent of consumers compare prices for holiday flights or electrical goods, some £16 million worth of excess money is spent by Britons on goods in supermarkets when cheaper prices could be found elsewhere.

Alliance & Leicester savings manager Ross Dalzell noted that the study’s findings came from a comparison of four basic items from a typical shopping basket.

"It’s a common misconception that some people can’t save anything: anyone and everyone can make some savings, even it it’s simply by making sure you can pay a reasonable price for the basics in your weekly shop," he added.

Britons are also preparing to borrow up to £1.4 billion to pay for plastic surgery, according to recent figures published by Abbey Loans.