Asda shoppers setting £30 limits at tills as inflation hits 9.1%

Asda is deciding to what extent it can absorb rising costs and how much it will need to pass on to shoppers, its chair says. Photograph: Bloomberg/Getty Images

Shoppers at Asda are setting themselves £30 limits at checkouts and petrol pumps, the supermarket’s boss says, as consumers tighten their belts because of the cost of living crisis.

Customers are employing several tactics to not overspend, said Stuart Rose, including putting fewer items in their baskets and opting for budget ranges.