The Consumer Council has today released a series of practical tips to help shoppers in Northern Ireland make their money go further when buying groceries, as household budgets continue to feel the strain of rising living costs.

Highlighting the importance of informed purchasing decisions, the Council’s new guidance encourages consumers to look beyond headline prices and adopt savvy shopping habits.

One key piece of advice focuses on unit pricing. By paying attention to the cost per kilogram, litre, or individual item, shoppers can accurately compare the value of different products, regardless of pack size or promotional offers. The Consumer Council warns that larger or multi-pack deals don't always represent the best value.

The Council also advises shoppers to scan all shelf levels. While branded products often occupy prime eye-level positions, less expensive alternatives, including supermarket own-brand ranges, are typically located on lower shelves and can offer significant savings without compromising on quality.

Another tip encourages shoppers to explore the entire store, as certain items may be stocked in multiple locations. A quick look around and a comparison of unit prices in different sections can reveal the most cost-effective options. For those susceptible to impulse buys, the Consumer Council suggests an unconventional approach: navigating the supermarket backwards, starting at the tills. This method can help shoppers stick to their lists and avoid being tempted by strategically placed items along the usual shopping route.

The value of loyalty cards is also addressed. Drawing on findings from a recent Competition and Markets Authority investigation, the Council reassures shoppers that the majority (92%) of loyalty card prices do offer genuine savings compared to the standard price in the same store.

Downshifting to own-brand products is presented as an effective way to cut costs on everyday essentials like pasta, rice, and household cleaners. The Consumer Council notes that these products are often cheaper due to reduced marketing and development expenses and have even performed well in blind taste tests against premium brands.

Finally, the Council highlights the potential savings in the reduced section, where items nearing their "use-by" dates are sold at discounted prices. Shoppers are advised to check this area for fresh produce, meat, and bakery items, which can be frozen if not intended for immediate consumption. However, consumers are reminded to check the freshness of these items and to adhere to "use-by" dates unless the food has been frozen before expiry.

A spokesperson for the Consumer Council said: "We understand that grocery shopping is a significant expenditure for households across Northern Ireland. By implementing these simple yet effective strategies, consumers can become more savvy shoppers and ensure they are getting the best possible value for their money at the supermarket."

The Consumer Council encourages shoppers to adopt these tips to help manage their grocery bills during a period of increasing financial pressure.