UK shoppers would consider using wearable technology such as smart glasses and smart watches to purchase food and grocery products, according to a new study released this week.

Research group IGD's monthly ShopperVista analysis found that 43% of shoppers could envisage using such devices when buying from supermarkets – with 45% of respondents saying they think it would make life more convenient.

Some 62% of grocery shoppers say they would be interested in getting special offers sent to their wearable device when they are in a store, while 61% are interested in using this technology to redeem or collect loyalty points.

With the UK's largest supermarkets currently in the midst of a price war, shoppers responding to the IGD survey also suggested that they are keen to use their smartphones to stick to a budget and seek out the best deals. This takes form in a number of ways, with 41% saying they would like to scan their shopping with their phones while moving around a store, and 39% indicating they would be interested in receiving phone alerts related to special offers in different parts of a store.

Retailers also evidently still need to be aware of showrooming and take measures to limit its impact on their sales, as 36% of consumers said they would like to use their phone when they're in-store to see if somewhere else can offer a better price.

IGD polled 1,008 main grocery shoppers between 17-19 October 2014 to generate these results, which were unveiled at the organisation's Online & Digital Summit this week.

Joanne Denney-Finch, CEO of IGD, commented: "Savvy shopping tactics are now the norm, which has enormous implications for any upcoming digital technology that can tap into this trend.

"We are operating in an increasingly multichannel environment, with half of shoppers now believing it's more convenient to shop around and use different formats for their grocery shopping – including digital and online."

Samsung Electronics said last month that it expected 1,028,800 wearable devices to be sold in the UK this Christmas, with people in the UK forecast to spend £104.7 million on wearable technology over the festive season.

It predicted that the wearables market as a whole will be worth £313.6 million in 2014 for UK retailers, the second highest in Europe after Germany.

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IGD

Samsung Electronics