I’m a shopping expert – interactive quiz will reveal if Lidl or M&S is your store & what your big shop says about you

SHOPPERS are switching away from branded products and are opting for supermarkets’ own brand equivalents to save money at the till.

Own-label volume sales have risen to 63 percent over the past month, up 62 per cent on last year according to research company NIQ.

And where we shop and why reveals more about our personalities than we might think.

From savvy savers who thrive off bagging a bargain, to big spenders who enjoy the finer things in life, there’s a store to suit you.

“Your go-to supermarket can reveal intriguing insights into your psychology”, suggests Dr Paul Marsden, a consumer psychologist at University of the Arts London.

“We’ve decoded your supermarket choices and you’ll be surprised how much they reflect your personality, preferences and priorities.”

Take our interactive quiz below to find out which of the big ten is your supermarket soulmate.