UK shoppers are embracing a thriftier way of living, according to new research from Mintel.
It reports one in four adults (25%) are tightening their belts and looking to save money and they are spending less on impulse foods as a result.
Mintel's Marketing to Tomorrow's Consumers report, finds 22% are taking packed lunches from home rather than buying a sandwich. However, convenience may be a beneficiary for other meal occasions with one in three consumers - 32% - dining at home more rather than eating out and one in five - 20% - entertaining friends at home rather than going to a restaurant together.
In addition, just over a quarter - 26% - choose to watch DVDs at home more often as a substitute for going to the cinema or theatre.
"Brits are clearly making a virtue out of economic realities by enjoying home entertainment rather than going out, and preparing food at home rather than buying from restaurants and fast food outlets," said James McCoy, head of research services at Mintel.
And when it comes to this kind of penny-pinching, it is not just the oldies who are jumping on the bandwagon - 25% of 55-64 year olds and 17% of 25-34 year olds are keen to get thrifty.
"A potential return to seventies-style economic conditions is prompting some Brits to resort to the values of this era and to simply making-do," said McCoy.
"For older generations this shift may not be quite so difficult as they have had practice during previous recessions or even during wartime rationing. But this kind of lifestyle will still be new to many younger adults who will no doubt need time to adjust to combining a self-sufficient lifestyle with the demands of modern life."