Fresh and Save’s growth reflects a return to fundamentals. As inflation reshapes household budgets, consumers are increasingly drawn to supermarkets that strip away complexity and focus on price clarity.
Warehouse-style layouts, limited assortments, and bulk buying allow Fresh and Save to reduce operating costs and pass savings directly to customers. The model appeals to pragmatic shoppers who prioritise value over brand storytelling.
Fresh and Save’s expansion underscores a cyclical truth in retail: during economic pressure, simplicity becomes a powerful differentiator.