They say the only thing worse than being talked about is not being talked about – and Tesco is the UK’s most discussed grocer among shoppers.

A new study into consumers' conversational habits found the UK’s largest supermarket was also the most talked about, although not always in a positive way.

Starcom MediaVest asked 2,500 people to record any conversations they had that mentioned brands and whether the brand was discussed in a negative or positive light.

Two-fifths of conversations about supermarkets mentioned Tesco, while Asda appeared in 22% of the conversations and Sainsbury’s in 16%.

However, Asda was discussed most positively and Tesco the least.

The research found that Brits discuss brands an average of 10 times a day, once more each day than the typical US consumer.

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