IT used to be at the heart of any town, but in recent years we've abandoned the friendly banter and local produce of the market in favour of the two-for-one offers and exotic stock of the supermarket.

Now, with the credit crunch biting, it seems we are trekking back to those stalls with our tails between our legs.

There are some things we can cope without, like holidays abroad, designer clothes and nights on the town, and everywhere you turn there seems to be some complex, money-saving tip. But no matter how many economies we make, the necessities will always be necessary.

And the market seems to be the best place to buy.

Malcolm Ball, chief executive of Town and Country Markets — the company responsible for four markets in South Wales — says that faced with spiraling bills shoppers are deserting superstores and seeking out deals at markets and charity shops instead.

Old-fashioned traditions seem to be the cheapest options, and our shopping habits are reflecting this — even the humble turnip has managed to stage a comeback.

Malcolm, whose company runs sites at Clydach, Port Talbot, Treorchy, Mountain Ash and a further 30 markets elsewhere in the UK, predicts this trend will continue.

"There's no sign the rapid rise in food costs will ease, especially as the British Retail Consortium has announced food prices having soared 10 per cent in the year to August 2008.

"In a recent survey, the average cost of a basket of goods in markets was shown to be more than 11 per cent cheaper than the same basket in an average taken from the leading supermarkets.

"Shoppers in Wales have a keen sense for a bargain, and the traditional market is all about value for money. This way, consumers can buck the trend of spiralling food costs."

In September, a price comparison survey was commissioned to measure the cost of a basket of common food items, in six of the leading high street supermarkets.

The prices for the same basket of goods were also collated from 17 markets.

The survey found the average cost for the basket of goods came out at £43.65 for the supermarkets compared with £38.47 from the markets — a saving of £5.18 or 11.86 per cent.

Quite a hefty amount when you add it up over the year.

But low prices are not all the market has to offer.

Mary Collins, aged 56, of Brynmill, is a regular shopper at Swansea market.

She said: "I do go to the supermarket, but I think I do most of my shopping at the market. I tend to shop at the market because it seems to work out a bit cheaper. You can get lots of fresh, locally-produced stuff as well."

And according to Malcolm it is the personal touch that matters.

"There are so many benefits to shopping at the market. There's a bit of banter, people interact, and I think that's really important.

"It's nice to see town centres starting to enjoy a renaissance — back to the days when the markets were the heart of the town.

"They have an important role in keeping town centres vibrant, making a shopping visit much more than trudging up and down the aisles of a supermarket."

Many of us will have fond memories of the market, of days when the supermarket featured in the weekly shop but was not necessarily the main attraction. As a child I remember trawling round the butchers, grocers and fishmongers with my mother and it was more of a social event than a chore. Most of the stallholders knew our usual orders, and many of them knew us by name.

Stallholders are often specialists with advice, and that is perhaps one of the most valuable things of all.

It is no wonder this is something the supermarkets are trying to emulate. Many now have butchers and fishmongers instore and on hand with advice.

Perhaps most important of all, market shopping can be better for the environment. With less packaging and locally-sourced produce, waste and food miles are kept down, and, according to Malcolm, there is often less food waste in homes that carry out their shopping in markets.

Supermarkets' buy one get one free offers can lead customers to buy unnecessary amounts of perishable goods, which often go out of date before they can be used.

Malcolm said: "Because it's local produce it is very fresh.

"It is also beneficial in terms of carbon footprint and food miles.

"There is also less packaging, which is good for the environment and for keeping down costs.

"You're not paying for an empty space."

something different Malcolm Ball, chief executive of Town and Country Markets. unique touch Clydach Market on a Sunday morning.RM051008A-001