Consumers are increasingly reluctant to take their

time over shopping in supermarkets, according to research.

An IGD survey discovered fewer shoppers were browsing the aisles and more were interested in getting the job done quickly.

A new report, The In-store Environment, shows that in 2006 35% of shoppers were "selective", knowing what items they needed and only going to those aisles, compared with 30% in 2003.

The number of "systematic shoppers" - those who mainly go down aisles in the order they are laid out - dropped from 34% in 2003 to 26% in 2006. "Many shoppers see shopping as a chore and want to do it as efficiently as possible," said the report's author, Jules Starck.

"People find it repetitive and the challenge for the retail industry is to make shopping interesting."

Some 46% of shoppers already knew what brand they wanted before they went into the shop, said Starck, which meant retailers needed to interrupt their routine in some way to challenge this.

Stores could also do more to make it easy for shoppers to navigate the aisles, she said. "Colours, shapes and symbols are very effective at signposting - more so than words."