A study from grocer think tank IGD predicts that the discount market will double in value from £10.8bn now to £21.4bn in 2019.

The report also found that over half of UK shoppers went to Aldi, Lidl and other discounters last month.

Joanne Denney-Finch, IGD chief executive, said: “People are now more willing to shop around at different types of grocery formats, such as convenience stores, discounters or buying online. They have more options available to them than ever before. Our ShopperVista research shows that on average shoppers are using four retail formats a month to buy their food and groceries.”

A separate report from voucher service provider Valassis found that British shoppers‘ propensity for a bargain was even more pronounced. Two thirds of shoppers (64 per cent) now use discount stores, it found.

Tesco and Morrisons have seen market share drop again in the face of rising sales at Aldi and Lidl, the latest till-roll data at Kantar Worldpanel found.

Charles D‘Oyly, managing director at Valassis, commented: “Consumers have grown accustomed to discounts, with coupon usage now forming an integral part of the shopping trip, so it‘s no surprise that we are witnessing record volume redemption rates across a variety of products.

“Retailers appear to be tapping this trend by creating their own uniquely issued coupons to drive more traffic into their stores.”

Furthermore, 84 per cent of supermarket shoppers use coupons to shop – up 10 per cent from last year.