A significant minority of the wealthy have become bargain-hunters, according to research into the habits of consumers.

A significant minority of the wealthy have become bargain-hunters, according to research into the habits of shoppers in the recession.

Around a third of upper-middle and middle class (so-called AB) consumers are stocking up on products while they are on promotion, while around the same number buy more store-branded goods than mainstream goods.

More than one in seven of this group shop at discount supermarkets such as Lidl and Aldi, highlighting the impact the recession is having on more affluent consumers, according to coupon specialist Valassis which commissioned the survey.

Waitrose, which is popular with wealthy shoppers in the home counties, launched a budget range of own-branded products in March.