Growth (by value) of food sales at British supermarkets slowed to 5.4% during the 12 weeks ending October 4, compared with the same period in 2007, Nielsen reported Tuesday.
Flagging sales in September, when growth dipped to 4.5% — a full percentage point below August growth levels, drove the declines.
“Shoppers are still trading down,” Mike Watkins, senior manager, retailer services, Nielsen noted.  “Family shoppers in particular, are trying to save money, with 70% saying on they are looking to economize on grocery shopping — up from 63% in June.”