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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’s 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’s driving the trend? It’s the cost-of-living crunch, of course. Groceries are one essential item that you can actually save money on. “You cannot cut power, you cannot cut rent or mortgage payments,” said Yu Ma, a Professor of Marketing at 91˿Ƶ Desautels. “I think the easiest thing to cut is grocery spending, and food is becoming so expensive nowadays. It’s not surprising to me that people are looking at alternative shopping outlets to find something more affordable.”

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