Ocado, the online grocery provider, has said that sales are up by about 20% on last year.
Finance chief and co-founder of the firm Jason Gissing told the Evening Standard that consumers in the capital are opting to purchase cheaper alternatives instead of eating out.
“People still want to eat well but they are cutting down on their discretionary spending,” he said.
He added that the overall shop per spend stands at about £115, while organic items remain popular.
The company expects to break even at its operating level in 2008. It recorded losses of £39.7m between 2006 and 2007.
Reports earlier this year that Ocado would float on the stock market were dismissed by Gissing in the Times.
