Isn't the weekly food shop a drag? Whingeing children, supermarkets that move the products you like, misleading sales, and the eventual decapitation of your bank balance at the checkout.
But treat it with a bit more care and attention and you can save an awful lot of money, says associate professor Valentyna Melnyk of Massey University.
Supermarkets come in two main flavours, says Melnyk, who studies consumer behaviour: the Every Day Low Price (EDLP) category, which has lower regular prices overall, and the High-Low category, which has higher usual prices but deeper discounts on hand-picked items.
Getting the best deals depends on the customer's behaviour. If you're time-poor and do one big shop a week then Pak'nSave, an EDLP supermarket, is the winner. Overall, you'll pay less than doing the same shop at Countdown or New World, which are both High-Low supermarkets. Consumer survey results reflect that Pak'nSave is cheaper at six out of seven centres surveyed.
If, however, you have time up your sleeve and don't have to drive too far you can save a lot by "cherry picking", says Melnyk. Take that "no junk mail" sticker off your letterbox and inspect supermarkets' fliers (also available online). Make lists of what's on discount, then plan your trips to various supermarkets.
