Supermarket shoppers face paying another £837 in stores if they don't change their buying habits as food prices continue to rise.
Grocery price inflation hit 17.5% in the month to March 19, analysts at Kantar said - this is up from 17.1% in February.
But the cost of living crisis doesn't appear to be putting off shoppers when it comes to preparing for Easter.
Sales of chocolate eggs are up 6% on last year, while sales of hot cross buns have increased by 5%.
The number of baskets containing tomatoes, peppers and cucumbers across the ten major grocers also remained at 17% despite the fruit and vegetable shortages.
This was largely propped up by independent grocers, who saw their sales of the above items rise by 32%, 26% and 21% respectively.
Kantar noted how shoppers are "taking action" by shopping around at least four times a week for the best value, while retailers are using loyalty card schemes to attract and retain customers.
More than nine in ten shoppers are signed up to at least one scheme, Kantar found.
Customers are also buying more own-label lines, with sales up again by 15.8% compared to branded goods, which rose by 7.2%.
Lidl was the fastest-growing supermarket with sales rising by 25.8% and a market share of 7.4%, as more shoppers turn to budget chains.
Aldi saw its market share increase to 9.9%.
Fraser McKevitt, head of retail and consumer insight at Kantar, said: "Unfortunately, it's more bad news for the British public, who are experiencing the ninth month of double-digit grocery price inflation.
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"However, shoppers are taking action and clearly hunting around for the best value.
"This is a fiercely competitive sector and if people don't like the prices in one store they will go elsewhere, with consumers visiting three or more of the top 10 retailers in any given month on average."
The British Retail Consortium (BRC) also released its latest grocery price inflation figures today and said chocolate, sweets and fizzy drinks have all gone up ahead of the Easter holidays.
It said grocery inflation stood at 15% in the year to March - up from 14.5% in February.
How to cut the cost of your supermarket shop
- Avoid shopping in smaller convenience stores when you can. Which? recently found people shopping at Tesco Express face spending an average £817.91 a year more compared to shopping online or at a larger store.
- Always compare prices and shop around for the best deals. There are great websites that help you monitor food prices including Trolley.co.uk.
- Swap branded products for supermarket own-brand goods and save hundreds of pounds a year. This is known as Downshifting and it could cut around a third of the price of your shop.
- Search different aisles – and look up and down for the best value products. Some items, including rice, sauces, and baking ingredients, can be found in multiple different supermarket aisles at different prices.
- Never shop when hungry – this only increases the chance of you making impulsive buys. Try and use a basket instead of a trolley as well, as you'll have to be more selective of the items you buy.
- Search for coupons and discount codes online to save money in stores. Some free supermarket magazines also contain vouchers that you can cut out and use.
