Consumers are increasingly opting to purchase products that are on special offer at supermarkets, experts have noted.

According to the British Retail Consortium (BRC), deals of this kind are "more valued than ever" before by shoppers at the moment.

As a result, food manufacturers and retailers could benefit from using promotional labels as part of their drive to tempt consumers into parting with their money.

Bob Gordon, head of environment at the BRC, commented: "40 per cent of groceries going through the tills are currently on promotion or special offer."

This, he said, is the highest amount on record.

Mr Gordon went on to dismiss suggestions from the Local Government Association that promotions and special offers have helped to drive up the amount of food being wasted and diverted to landfill.

He insisted there is no evidence to back up this claim and described customers as "smart" people who know how to make the most of discounts in stores.

The BRC recently reported that in March 2011, food price inflation dropped to four per cent, down from 4.5 per cent in the previous month.

Denny Bros Ltd, 11 April 2011