Imitation is the sincerest form of flattery and this week I am proud to present one of financial journalist Martin Lewis’s most powerful moneysaving ideas: the supermarket downshift challenge.
As Martin explains, supermarkets usually stock up to four versions of the same products; a basic, no frills range which is cheapest; the supermarket’s own brand range; other manufacturers’ brands; and the supermarket’s premium brand. Each time you go up a level, it gets more expensive.
People often gradually switch to the more expensive products because they perceive them as better but quite often, we’ve just been hypnotised by the marketing and aren’t really able to tell the difference. Martin’s “downshift challenge” is to try the next level down from what you normally buy for each item and if – and only if – you can’t tell the difference (or don’t mind the difference!) – switch to that product.
Because food is a regular purchase, the potential annual savings on this are huge. I’ll be talking more about the scale of this tomorrow. Meanwhile, take a look at your weekly shop and see where there’s potential to go down a level. And let’s donate part of this week’s savings!
Money I’ve raised today: £0.00
Money I’ve raised so far: £799.17 (see my personal Justgiving pages via the links at the bottom of the sidebar, plus some I accidentally put on the communal pages!)


I offer a new moneysaving tip each week and you donate part of any saving direct to biomedical research charities
Grand total raised is £9,657 as of this week; £6,029 MERUK and £3,628 RRF, including all Justgiving pages and offline donations direct to charities. Keep on giving!
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