In contrast, alternative retailers such as Aldi are growing rapidly in popularity, and the imminent arrival of another competitor, Costco, is being eagerly anticipated, the group's research conducted in Sydney and Adelaide with mothers aged 30 to 45 found.

Local growers' markets were also becoming increasingly popular, the research found.

Consumers perceived that Coles and Woolworths wielded too much power in the marketplace, but for those not living close to an alternative, there was little choice, said Neer Korn, the director of Heartbeat Trends, which conducted the focus groups before the Federal Government pulled the plug on the price comparison website, Grocery Choice.

The groups also admitted to feeling more readily irritated or angry at Coles or Woolies if something little went wrong, like a long queue or an unavailable product. They also believed the duopoly was more likely to try to pull the wool over consumers' eyes, which they resented.

"We tend not to focus on the negatives but there is no love lost there," said Mr Korn, whose clients include Coles Myer.

"Consumers were more than happy to offer their views on Coles and Woolworths, and not in kind terms."

Aldi's growing popularity appeared to be based on a broader base than just cheaper prices. Aldi products were perceived to be carefully sourced and of high quality by the focus groups. Service was perceived to be superior and consumers enjoyed the surprise factor of Aldi's stream of one-off non-grocery items such as electronics and toys at sale prices.

Although most mothers surveyed said they were not yet personally hurting from the recession, they were nevertheless looking for better value, bulk-buying opportunities and discount stores.

"They had a strong sense that what they didn't want was the feeling of 'being had', and they were prepared to drive the extra distance if it made them smart shoppers," said Mr Korn.