The How Britain Shops 2000 report by retail analysts, Verdict, says that UK shoppers are becoming increasingly price conscious, and that loyalty is not an issue.

Consumer demand and loyalty is weakening because we are an ageing population and older people spend less

Mike Goodliman, Verdict

"Shoppers are becoming increasingly promiscuous and shopping around," said Mike Goodliman, Verdict director.

Despite the numerous loyalty schemes run by supermarkets, shoppers are looking mainly for convenience when buying their groceries.

When it comes to clothes shopping, customers are "notoriously fickle and fashion-led," with consumers caring more about the kind of clothes on offer rather than the shop's name, the report said.

Price is big influence

Price is the second most important factor for consumers when they buy their food and clothes.

Shoppers are becoming increasingly promiscuous and shopping around

Mike Goodliman, Verdict

"I think what we are seeing is that consumer demand and loyalty is weakening because we are an ageing population and older people spend less than young people," Mr Goodliman said.

UK shoppers are most loyal when buying their shoes, with 81% of people polled saying their current shoe shop is the best.

And loyalty to electrical and Do-It-Yourself stores follows closely behind.

"Loyalty tends to be higher in the wants-based sector where shopping is less frequent," the report said.

The report vindicates supermarket Safeway's recent decision to scrap its loyalty cards, since UK shoppers are looking for price and convenience when doing their shopping.

Safeway says it will save �50m by abolishing the loyalty cards, and it plans to use that money to offer lower prices to draw in shoppers.