Shopper confidence is at its highest since January 2011, according to new research from  IGD ShopperVista.

Nearly one in five shoppers (19%) said they would be better off in the year ahead, up from 10% in January 2011 when the IGD first conducted the survey.

Confidence is rising fastest outside London, the research suggests - with 20% in the North and 19% in the Midlands now saying that they will be better off next year, up from 8% and 10% in January 2011, and 23% in London, up from 20%.

When asked what their main priorities were for their grocery shopping in 2014 some 64% said it was saving money, 47% cited reducing food waste and 47% told the researchers it was keeping to a budget.

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