A video interview with Morrisons boss Marc Bolland formed part of an event focusing on how the recession has changed shopping habits.

Mr Bolland was one of a number of top retailers involved in the event held by accountants PricewaterhouseCoopers.

PwC’s research found that more than seven out of ten consumers who have traded down to lower price grocery items and six out of ten who had traded down for clothing said they would continue to do so once the recession ended.

Attracting shoppers from premium retailers has been at the root of Bradford-based Morrisons’ growth in the past year.

Anna Beilby, PwC director and retail specialist, said: “The growth of the value sector, which is particularly apparent on the high street in Yorkshire, has given consumers more choice and better value for money. Consumers will still splash out when they see clear benefits but are not afraid to trade down elsewhere.”