COST-CONSCIOUS shoppers are refusing to give up their thrifty shopping habits at the supermarket despite Britain officially emerging from the recession, according to new figures.

Seven out of 10 consumers are trawling the internet for vouchers to cut the cost of their weekly shop. And one in 10 will ditch their regular supermarket for another one if handed a £5 coupon to take their business elsewhere.

The new study shows family budgets are still being squeezed by mortgages and the higher cost of food, power and petrol.

And despite us being officially out of the recession, many are persisting with their cost- conscious shopping habits.

The report produced by the price comparison website mySupermarket.co.uk concludes: "Consumers are still considerably savvier than they were before the recession and many shoppers are willing to switch from their usual supermarket if they know that a voucher can save them £5 suggesting that any so-called 'brand loyalty' comes at a fairly low price."

Many now do as much as half of their shopping from the 'offers' aisle of supermarkets in an attempt to keep costs low.

The number of supermarket deals are at an all-time high, with 41 per cent of a customer's trolley now bought on offer compared with 32 per cent last year. And one recent study by the British Retail Consortium found anxiety over personal debt and the economy has pushed the number of savers in the UK to a five-year high.

MySupermarket.co.uk compared consumer spending data from January last year with last month. Consumers were swapping five per cent fewer items for cheaper alternatives than they did during the recession but were still considerably thriftier than they were before the downturn.

The study found one in 10 shoppers switched from their usual supermarket to take up rival offers compared with seven per cent in January last year, saving an average of £7.10.

MySupermarket.co.uk spokesman Jonny Steel said: "British shoppers are proving that they have learnt to be moneysaving experts over the past year. And even though things are slowly starting to improve, they're showing little sign that they ever plan to go back to their old ways.

"Should there be a double dip, as many economists are predicting, consumers will be well-prepared."

Shoppers said yesterday they were as brand loyal as they once had been.

Mum-of-two and clerical worker Tina Halling, from Grovesend, said she was still keeping an eye on her outgoings.

"Times are still hard for a lot of people," she said.

"If there is a money-off coupon somewhere I will use it. Sometimes though my own supermarket will accept it even if it is not one of their vouchers. It is always worth asking."

And shop worker Christine Frank, of Mount Pleasant, said it was worth keeping an eye out for vouchers in magazines and newspapers.

"I can save anything up to £5 a week if I collect enough coupons," she said. "It is a bit of a chore but I have been doing it for so long now it is almost second nature."

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