This is up from 24% a year ago and is the highest level since the monthly tracking survey began in 2010.
People from higher socio-economic groups with children are most likely to use discounters more, according to the report.
39% of ABC1 shoppers with children said they will use discount supermarkets in the year ahead.
"The underlying trend, however, is still one of shoppers putting in more effort into their food shopping while contending with considerable pressures on their household budgets.
“Even better-off shoppers, especially those with children, are looking to discount stores to save money as they feel the squeeze. While they remain a small part of the overall grocery market – representing just 4.5% – discounters have been broadening their appeal to help even higher-income shoppers to tighten their belts.”
Source: IGD ShopperVista
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