How to save on food bills as prices continue to rise

There are a lot of ways to avoid an eye-watering bill when you get to the supermarket till, writes John Hearne

Supermarkets have lots of cunning little tricks that they use to make you spend more.

Earlier this month, the European statistics agency, Eurostat, revealed our food prices are the third highest in the EU, behind only Luxembourg and Denmark, and almost 15% above the EU average.

Daragh Cassidy of price comparison and switching site Bonkers.ie says despite the continuing upward pressure on prices, there are ways to neutralise those high grocery costs.

His first tip? Shop early.

“In general, going to the supermarket early in the morning and early in the week means the shelves will be better stocked, as fresh deliveries will have been made. This means you’re less likely to have to substitute your shopping list for other potentially more expensive alternatives.”

It also means you won’t have to waste time and fuel driving to another store or coming back the next day for any important items you couldn’t find.

There are however advantages in shopping late. Most supermarkets discount soon-to-go-off meat, fruit and veg at the end of each day. So popping into your local store late in the evening and heading for the discounted section might get you some cheap food.

Go for non-branded

Irish households spend more on branded groceries than most of our European neighbours.

Non-branded alternatives are often just as good and can be a fraction of the price. When it comes to fresh food and drink like steak, pasta, milk, chicken, sausages, bread, eggs and bacon, the produce has often come from the exact same farm or factory, meaning you’re literally just paying extra for the label.

People will usually have their few things that they will never substitute, which is fine, but ask yourself if every second item in your basket needs to be branded?

Mr Cassidy points out that supermarkets have lots of cunning little tricks that they use to make you spend more.

A well-known one is that the products which make them the most profit — and are usually therefore the most expensive — are placed mid-shelf in your line of sight. Easy to see and reach.

"The cheaper products are often top shelf or bottom shelf. Harder to reach. So scan the shelves fully and don't just buy items in your line of sight.”

Make a list

He also sticks with the age-old advice: make a list.

“Ever notice that all your staple items such as cheese, milk, bread and cereal are often in completely opposite corners of the shop, forcing you to wander around more aisles and invariably spend more money? And similar to Vegas casinos, most big supermarkets don’t have windows either — as they don’t want you to notice the passage of time.”

So if you want to spend less, the best thing to do is to make a list and stick to it. It also means you won't forget something and be forced to make another trip to the supermarket or pop to your local convenience store instead. Doing your weekly shop at a big supermarket will usually be cheaper than its ‘express’ counterpart.

When it comes to actually selecting products, always compare price per unit, not just price. Buying in bulk doesn’t always make sense. Quite often, it can be cheaper to buy items of fruit and veg separately. 

What’s more, supermarkets constantly run special offers, meaning the fresh orange juice you like with your morning breakfast can sometimes be cheaper to buy in two one-litre cartons rather than two litres.

Darragh Cassidy of Bonkers.ie: 'Quite often, it's cheaper to get your meat, vegetables or beauty products in the local specialist stores. What's more, the quality of the food will often be better than what you'll find in a major supermarket chain.'

Under EU rules, the unit price (price per unit of measurement) must be clearly displayed in shops on barcodes beside the actual price. Though it’s amazing how many people either don’t know this or don’t see it. So by looking at this you can determine what represents the best value and ensure you’re not overpaying or being fooled by gimmicky offers.

If you have younger kids, it may not be possible to go to the supermarket alone. But it’s usually best if you want to save on your grocery costs. Having a child or two in tow often means you’ll end up getting distracted and harangued into putting something sweet into the trolley. Shopping by yourself means you’ve a better chance of sticking rigidly to your list.

Loyalty programmes

Then there are the loyalty programmes. It might be a money off voucher (Dunnes and SuperValu) or a card that gives you cheaper prices (Tesco). Make sure you have these to hand when paying for your shopping and make sure they're in date.

But don't spend frivolously when trying to reach your €50 limit or whatever it may be, or spend for the sake of it. This is what supermarkets want you to do. 

"And if you get to the check-out and are a few euro short of your voucher limit, know in advance what extra important item you'll buy so that you're not throwing in items you don't need in a rush.”

Mr Cassidy also recommends that you get acquainted with your local butcher, greengrocer, florist and pharmacy. Supermarkets are great for convenience — but they're not always great for price. 

"Quite often, it's cheaper to get your meat, vegetables or beauty products in the local specialist stores. What's more, the quality of the food will often be better than what you'll find in a major supermarket chain, plus you'll be supporting your local high street too."

He points out too that meat is expensive.

I’m not saying you have to become a vegetarian or go vegan. But eating a bit less meat each week will be good for your diet, your pocket and the environment. 

"Consider making a healthy soup with leftover veg in the fridge. Or add some eggs to your meals instead if you need lots of protein. Or simply make your meat go further by adding rice, lentils, pasta, beans, grains or root vegetables to a recipe.”

Reduce food waste

Reducing food waste will mean fewer trips to the supermarket. Buy some good quality, air-tight containers for things like pasta, cereal, crackers and coffee to keep these items fresher for longer.

Potatoes should be kept in a cool, dark place, ideally under 10º, otherwise the light and warmth will cause them to photosynthesise and sprout. It’s also crucial that potatoes be kept away from other fresh produce, particularly onions, as they release ethylene gas which speeds up the ripening process.

And remove your fruit and veg from any plastic packaging when you get back from the supermarket. ‘Freeing’ your fruit and veg from its plastic before putting it in the fridge will help keep it fresh for longer and again mean less food going into the bin.