Half of Morrisons' shoppers are now taking the time to check the price of every item in their trolley, as the downturn forces consumers to become increasingly "professional" , the retailer has said.

Shoppers were rediscovering traditional shopping and budgeting skills, and spending more time on ensuring they were shopping to a specific budget, said group corporate services director Martyn Jones.

"It shouldn't be overstated, but it's clear there is a growing 'professionalism' in people's approach to shopping," he told the EFFP conference this week.

Jones added that consumers were also shopping more frequently to better manage their purchasing and using cash and debit cards more frequently, at the expense of credit cards. "Spend on credit cards is down by about 8% as people exert greater control over what they can afford," he said.