Sainsbury's booked its first same-store sales decline in nine years in the 10-week period that ended March 15, the latest sign that U.K. consumers are shifting spending from traditional supermarket chains to discount retailers. "There are more ways to shop than ever, but at the same time people are putting fewer items in their basket. This puts a huge amount of strain on retailers like Sainsbury's," said Natalie Berg, global research director at Planet Retail in London.

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