The boss of Asda has admitted shoppers are “worried about spending” and some are even asking cashiers to stop scanning when they hit £30.
Lord Stuart Rose said more customers are switching to budget ranges to save money as part of a “massive change in behaviour”.
"They are worried about spending," Lord Stuart told the BBC, in reference to Asda shoppers.
"They've got a limit that they've set out, too. They say £30 is one limit... and if they get to more than £30 then that's it, stop."
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It comes as inflation was confirmed to have hit 9.1% in the 12 months to May - as prices continue to rise at their fastest rate in 40 years.
The consumer prices index (CPI) measure of inflation is used to explain how much the prices of everyday essentials have increased.
When inflation rises, it basically means that your money doesn’t go as far as it used to.
For example, if something cost £1 a year ago and the rate of inflation is 9%, it would now cost £1.09 today.
Meanwhile, grocery analysts have warned that supermarket costs could rise by 15% this summer and leave shoppers skipping meals.
The Institute of Grocery Distribution (IGD) this week said households are paying more for essentials including dairy, bread and meat.
The typical family of four could see their shopping bill rise as much as £40 per month, it warned.
As more shoppers turn to budget chains like Aldi and Lidl, supermarkets like Asda are increasing their essential ranges in a bid to attract more customers.
The new "Just Essentials" range replaces its Smart Price collection and consists of 293 products.
Some of the food products that will be available include fresh meat, fish and poultry, bakery, frozen and cupboard staples.
It also includes essential household and toiletry products, such as washing-up liquid, toilet roll, laundry powder, shampoo and conditioner.
More than 60 products will be available in stores and online this week, including fresh meat, fish and a selection of fresh produce.
Asda says 130 items will be available to purchase by the end of June, increasing to 267 products by August 13.
The remaining 26 products will land in stores by the end of the year.
