UK's emerging supermarket chains LIDL and ALDI is set to attract more customers than other supermarkets.
Sales at Lidl and Aldi jumped by 12.2 per cent and 10.4 per cent respectively in the 12 weeks to August 14, according to figures from Kantar Worldpanel.
The rise of the discounters comes at the cost of Britain's biggest supermarkets, which all saw sales slide over the same period.
Asda was hardest hit, clocking a 5.5 per cent fall, while Morrisons sales plunged by 1.8 per cent.
Sainsbury's was down by 0.6 per cent and Tesco by 0.4 per cent.
Food bills are still falling for households, with a typical basket of goods found to be 1.3 per cent cheaper than the same time last year.
However, supermarkets are ditching special offers in favour of simpler pricing.
Promotional sales dropped to 37.7 per cent - the lowest level since September 2010.
Middle class favourite Waitrose also saw sales rise at a rate of 1.4 per cent.
Overall supermarket sales in the period increase by 0.3 per cent.
The rise was in part thanks to better weather, according to Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel.
He said: "The sun’s eventual appearance was a welcome boost to the market after a delayed start to the summer".
"Frozen confectionary sales grew by 23 per cent in the last month, while chilled drinks increased by 10 per cent."
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