As many as 93% of Brits use money-saving coupons when food shopping, a survey by Sainsbury’s has claimed.

The survey, of 2,066 shoppers, carried out to mark the first anniversary of Sainsbury’s Brand Match scheme, also found 30% of shoppers had increased their coupon usage in the past year.

Brits living in more affluent areas of the UK were more likely to redeem vouchers. Sussex, Kent, Warwickshire and East Birmingham were the top three Brand Match redemption regions based on the sum of Brand Match coupons redeemed since October last year.

Sainsbury’s said almost 250 million coupons had been issued since launch, with 11 coupons printed a second.

“It is great to see coupon usage in the UK is now the norm and that people are getting the deals they deserve at the till,” added Sainsbury’s group commercial director Mike Coupe.

“We know our customers are looking for value as well as quality which is why Brand Match has proved a huge success over the past year.”