In the latest sign of hard economic times for UK consumers, sales of fish heads have rocketed 36 percent at high-end UK supermarket chain Waitrose, according to its annual Food & Drink report.

A poll for the supermarket found that 72 percent of consumers are now "more mindful" about their grocery budget and more than a third are "very concerned" about how the rising cost of living will affect them in the coming months.

Some 32 percent said they looked for special offers more than before, and 27 percent have taken to planning their meals in advance.