Nearly half of shoppers choose their supermarket based on price, a new poll has found.
And of the 38% of consumers who have changed supermarket in the last year, two thirds said they did so because of price.
The survey by Good Morning Britain and OnePoll also revealed that cost is what influences buying habits the most, above quality, offers or reward points.
German low-cost supermarket Lidl has been included in The Grocer magazine's weekly price survey for the first time, which found it sold a basket of common groceries for 29% cheaper than Tesco.
It also came in second for customer service.
Aldi's sales have jumped 32% in the last year, taking its market share to a record 4.8%.