The stigma of buying discounted groceries is dwindling, with almost 60% of shoppers now saying they look for cheap deals, according to a survey.

The poll found six out of 10 consumers buy more of their shopping on promotion, up from 40% in 2008, research firm IGD ShopperVista found.

Younger shoppers and those with children are the most likely to use vouchers, with 75% of 18 to 24-year-olds saving money this way.

This compares with 45% in the over-65s category, 75% of shoppers with children, and 51% without kids.

IGD chief executive Joanne Denney-Finch says: "The stigma once associated with using coupons and vouchers is eroding as shoppers tell us they are using this type of promotion more as they seek to secure the best value."