Value-hungry shoppers are moving from the big supermarket chains to discounters, according to the boss of Poundland.
And as the discount chain unveiled a new range of fresh food at its newest - and biggest - store earlier this year, MD Barry Williams revealed customers numbers were up by as much as 10% against the same time last year, as the as they shop around for bargains amid the cost-of-living crisis.
Mr Williams says that people are shopping around to keep spending under control. “I think you’re seeing a shift, a flight to value, if you like, from the traditional grocers, the major multiples, into the discount channel where we operate. Most discounters are performing better at the moment,” he told the BBC.
