Nearly half of people split their shopping between a number of supermarkets.
Research carried out by Behaviour and Attitudes for Bord Bia has also found stores like Aldi and Lidl are now a 'key component' for many households' shopping habits.
It's pointed to a 'weekly routine' in which some households check store flyers and newspaper ads before heading for the trolleys, to maximise the benefit of 'offer swooping'.
