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Cost of living crunch driving growth in ultra-discount grocers

Published: 20 January 2026

The price of groceries is going up, and it鈥檚 fuelling demand for discount grocers. At stores like the ultra-discount chain Liquidation Marie, prices can be as much as 50% lower than they are at big box supermarkets. The Quebec chain doubled its number of locations last year and is planning for a similar rate of growth in 2026.

What鈥檚 driving the trend? It鈥檚 the cost-of-living crunch, of course. Groceries are one essential item that you can actually save money on. 鈥淵ou cannot cut power, you cannot cut rent or mortgage payments,鈥 said Yu Ma, a Professor of Marketing at 成人VR视频 Desautels. 鈥淚 think the easiest thing to cut is grocery spending, and food is becoming so expensive nowadays. It鈥檚 not surprising to me that people are looking at alternative shopping outlets to find something more affordable.鈥

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