A new study out of Dalhousie University is highlighting changes in consumer habits and the lengths people will go to to get a discount on their groceries.

Public backlash recently forced Loblaws to backtrack on its decision to cut its 50 per cent discount on items nearing expiry, to 30 per cent.

That controversy inspired the Agri-Food Analytics Lab to look into the concept of “food rescuing,” which involves buying nearly-expired foods.

Sylvain Charlebois says some of the results shocked their team.

He says they found that 62 per cent of Canadians, or three out of every five people, switched grocery stores because they weren’t finding good deals.

Charlebois says the frequency of visits to the grocery store has increased by 32 per cent in the last six years, because people are going more often to try to find deals.