How Iceland’s legion of shoppers are making ends meet as inflation soars

theguardian.com:

“Everything really,” says Joyce Irlam matter of factly when asked what she has noticed going up in price. “All the shops I go in, I can see the difference in the prices.”

Irlam speaks for many as the latest official data shows inflation hitting 10.1%, stoked by a near 15% jump in the cost of food and drink, with staples such as bread, meat, milk, cheese and eggs among the biggest risers.

Like many Britons, Irlam is watching what she buys and how she will cook it in an effort to keep a lid on rising costs. “I microwave as much as I can,” says Irlam. “I use the top of my oven more than I use the bottom.”

Her monthly energy direct debit bill has increased by nearly 50% to £117 so she is trying not to “put the heating on unless I really need it”, and is being careful about putting lights on too. “I’ll sit with me candles at night.”

To save money Irlam heads to her local branch of Iceland in Urmston, Manchester, every Tuesday to stock up on “everything really” including its pies, veggies and fish, taking advantage of the 10% discount that the chain has been offering shoppers over the age of 60 across the country since May.

That the discount has already been used 4m times is perhaps no surprise given the backdrop of rising bills. Industry analysts Kantar estimatethat grocery price inflation has added nearly £650 to the average annual grocery bill, with the squeeze on household finances impacting shopper behaviour.

Shoppers are buying cheaper own-label products over brand items and more frozen food – or are simply heading to cheaper stores, with discounters Aldi and Lidl both clocking up huge sales increases.

The crisis is particularly severe for people or households on low or fixed incomes such as pensioners. There was some good