Research reveals more 'offer swooping' by shoppers

Nearly half of people split their shopping between a number of supermarkets.

Research carried out by Behaviour and Attitudes for Bord Bia has also found stores like Aldi and Lidl are now a "key component" for many households' shopping habits.

It has pointed to a "weekly routine" in which some households check store flyers and newspaper ads before heading for the trolleys, to maximise the benefit of "offer swooping".