What if your next grocery trip could be cheaper and healthier? With a few smart strategies, it’s definitely possible. Whether you shop at the farmers market, online, or at the supermarket, some simple planning can help you get the most from your food budget.
In this article, we’ll share practical tips to help you keep an eye on costs and make healthier choices, without overthinking it.
Quick pre-shopping checks
First things first, there are some quick checks you can do before you even leave the house and start your budget-friendly shopping:
- Don’t shop hungry. Grab a small snack before you go. Shopping on an empty stomach makes it harder to resist impulse buys.1 2
- Scan your kitchen. Take a quick peek in your fridge and pantry. Avoid buying what you already have and spot ingredients you can use up.
- Plan a few meals. Think ahead to what you’ll eat over the next few days. It’ll help reduce waste and guide what you actually need to buy.
- Make a focused list. Write down what you’re out of and what fits your meal plan. A list helps you stick to your budget and avoid last-minute extras. Want to know more about how to build a weekly shopping list?
Learn how to build a smart shopping list here
How to start spending less
Now you’ve done your quick checks, you’re ready to shop but how can you save money while in store? Here’s some handy strategies to use when you next go shopping, including what to watch out for when you’re browsing the aisles.
The unit price: your secret superpower
Here’s a little trick that can totally transform your budget grocery shopping game. Thanks to European rules, most food shops have to show the unit price on pre-packed food.3 That’s the smaller number on the label under the food that tells you how much it costs for each ounce, kilo, or litre.
Why does this matter? Because it helps you spot the best deal in a flash. For example, when you’re wondering if the big jumbo pack of cashew nuts is really cheaper than the smaller one, just check the unit price. It’s a simple number that tells you which option saves you the most money. No guesswork needed!
But what about loose food like fruits and vegetables? Here’s a couple of tips to save money on fresh produce.
Choosing local and seasonal fresh produce
When fruit and veggies are in season, it means they’re naturally growing outside right now, during the time of year they like best. For example, strawberries grow in summer when it’s warm and sunny, but cabbage does best in the cooler months.
When food is local, it means it was grown nearby. This could mean in your town, region, or even your country. Local food hasn’t had to travel too far to end up on your plate.
Why choose seasonal produce?
Think of those strawberries growing happily in the warm sun, full of flavour and sweetness when it’s the right time of year for them. That’s what happens when you buy fruit or vegetables in season. There’s plenty around, so they taste better and cost less. But if you buy strawberries in winter, they might have been grown in greenhouses that need extra heat and energy, which makes them more expensive and uses more resources. So it’s worse for the climate and your wallet.
What you eat matters too
Eating healthy and being kind to the planet is about more than just choosing local or seasonal food. It’s also about the kinds of foods you enjoy. For example, vegetables, fruits, legumes, and grains usually have a smaller impact on the environment than meat, fish, or dairy.45 They also have lots of fibre, which is great for your health, and can often be easier on your budget.
Budget-Friendly Protein Picks: High-quality protein doesn’t have to cost a fortune! Eggs, lentils, chickpeas, and tofu can all offer affordable, filling alternatives to meat. Swapping just a couple of meat-based meals a week for these kinds of proteins can make a big difference to your grocery bill, and you might discover some new favourite recipes along the way.
Frozen food: nutritious and affordable
Once you’ve checked out the best deals for local and seasonal food, it’s time to head to the freezer. Many people think of frozen food as lower quality than fresh produce, but it’s a fantastic choice for healthy shopping on a budget.
1. Frozen food is cheaper
Frozen food is typically cheaper, especially for essentials like fruits, vegetables, and fish. (It might not be the case with prepared meals or luxury foods.)6
2. It helps cut food waste
You’re also less likely to waste food when using frozen meat and vegetables because they last a lot longer (we’re talking about months instead of days). It’s easy to just take out portions as you need them, and leave the rest safely in the freezer.
3. It’s full of goodness, too
The good news is that frozen food is no less nutritious. Frozen fruits and vegetables are flash-frozen soon after harvest, locking in nutrients. They can actually be fresher and more nutritious than produce that’s travelled long distances to arrive in your supermarket.4
Bulk buying: choose with care
Now you've got a basket of local, seasonal and frozen foods, it's time to look at the bulk buying deals.
Buying in bulk is a bit like being a squirrel stocking up on acorns for winter. You gather a good stash when the timing’s right (like when food’s on sale or in season), so you’re all set for later. It’s a smart way to save money and reduce trips to the shop, but only if the unit price is lower and you actually use what you buy.
The best foods to buy in bulk are the ones that last a long time. Think of cupboard classics like rice, pasta, dried beans, oats, canned goods, or frozen veggies. They’re easy to store and ready whenever you need them.
Fresh food? It’s more like gathering berries. Delicious and nutritious, but they spoil quickly unless you’ve got a plan. So if you spot a deal on something like fresh fish, freeze what you won’t eat right away. Or if you’ve got the time, you can channel your inner chef: buy a bag of apples, cook up some apple sauce, and freeze it in small portions for later.
How to beat supermarket psychology
Now that you’ve got some specific tips for saving money and making healthy choices, let’s have a peek at what’s really going on at the supermarket.
Believe it or not, supermarkets are designed to gently nudge you into staying longer and spending more.7 It’s nothing personal, it’s just business. But once you start spotting the little psychological tricks scattered around the aisles, you’ll be able to shop on your own terms.
Here are a few things to keep an eye out for:
Endcaps
Those colourful displays at the end of the aisles are called endcaps. They can be real attention-grabbers. Sometimes they offer genuine bargains, but often they’re just there to catch your eye. Take a moment to check the unit price and see if it’s really a better deal than similar items on the shelves nearby.
Eye-level shelves
Supermarkets place their most profitable items right where you’re most likely to look. That’s around eye or chest level. If you take a moment to look a little higher or lower, you might find something more affordable that suits your needs just as well.89
Buy one, get one free offers
These deals can be helpful if you were already planning to buy that item or if you know you’ll use both. But they’re often used on snacks and long-shelf-life foods that might not be part of your usual routine.10 Try asking yourself: Would I pick this up if it weren’t on offer? If the answer is no, it might not be the bargain it seems.
Supermarket layouts
Have you ever noticed how you often need to walk through half the shop to get to what you want? That’s intentional. Supermarkets are designed to encourage you to browse more and stay longer. If you’ve ever had to backtrack a long way just to find the broccoli, you’re definitely not alone.11 12
Impulse buys at the checkout
Hello, tiny box of chocolates! Those little treats near the till are placed there for a reason. They’re small, affordable, and easy to pick up while you wait. It’s completely fine to grab something if you really want it. Just pause for a moment and ask if it’s a conscious choice or a last-minute impulse.
Did you know? In the UK, medium and large supermarkets have been following new rules since 2022 that limit where they can display foods high in fat, salt, and sugar. That means no more sweets and snacks taking centre stage at checkouts or on end-of-aisle displays. Once those tempting treats were moved out of sight, there was a noticeable drop in how often people bought them.
You’ve got this!
Saving money and eating well is totally achievable, and your next grocery trip is the perfect place to start. You might even discover that frozen veg can be just as tasty as fresh, or that shopping for local, seasonal food at the market helps you feel more connected to your community. Small shifts, like checking unit prices or skipping the impulse chocolate bar, can quietly add up to big wins for your health and your wallet.
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References
- Xu, Schwarz, Wyer (2015) Hunger promotes acquisition of nonfood objects. Proc Natl Acad Sci U S A. 2015 Mar 3;112(9):2688-92
- Nederkoorn, Guerrieri, Havermans, et al. (2009) The interactive effect of hunger and impulsivity on food intake and purchase in a virtual supermarket. Int J Obes 33, 905–912
- European Commission. (n.d.). Price indication directive. Accessed 7/5/25
- European Food Information Council (EUFIC). (n.d.). Are seasonal fruit and vegetables better for the environment? Accessed 7/5/25
- Poore, J., & Nemecek, T. (2018). Reducing food’s environmental impacts through producers and consumers. Science, 360(6392), 987–992.
- Calnan, M. (2023, March 6). Can switching to frozen food save you money? Which?.
- EatingWell. (2024, July 5). The sneaky reason eggs & milk are at the back of the grocery store.
- Zimprich, M. (2013). The layout of the supermarket shelf and its influence on consumer behavior.
- Czerniachowska, K., & Subbotin, S. (2021). Merchandising rules for shelf space allocation with product categorization and vertical positioning. Informatyka Ekonomiczna, 1(59), 34–59.
- Watt, T., Beckert, W., Smith, R., & Cornelsen, L. (2023). The impact of price promotions on sales of unhealthy food and drink products in British retail stores. Health Economics, 32(1), 25–46.
- Borges, M., & Silva, L. (2021). Enhancing store layout decision with agent-based simulations of consumer behavior. Computers & Industrial Engineering, 157, 107327.
- University of Bath. (2023, June 13). In-store music makes supermarket shoppers spend more—but only on weekdays.
- Department of Health and Social Care. (2020, December 28). Promotions of unhealthy foods restricted from April 2022.
- Ejlerskov, K. T., Sharp, S. J., Stead, M., Adamson, A. J., White, M., & Adams, J. (2018). Supermarket policies on less-healthy food at checkouts: Natural experimental evaluation using interrupted time series analyses of purchases. PLOS Medicine, 15(12), e1002712.