Sainsbury’s boss says shoppers are turning to cheaper frozen foods

Buying more frozen food is one way shoppers are trying to avoid waste. Photograph: migstock/Alamy

Supermarket shoppers are turning to cheaper frozen foods as they watch “every penny and every pound”, according to the boss of Sainsbury’s.

Simon Roberts, the retailer’s chief executive, said customers were changing their behaviour in response to the rising cost of living, making more shopping trips but buying less on each visit.