Sainsbury's has seen its sales drop in the last quarter, as it warns the bitter supermarket price war will "persist".
It said like-for-like sales, excluding fuel and VAT, dropped by 2.8% in the three months to 27 September.
Including fuel, the drop was 4.1%. Shares fell more than 6% in afternoon trades, wiping $300m in value from the firm.
The company said changing shopping habits, smaller purchases, and deflationary pressure on prices have all added to the fall in sales.
Chief executive Mike Coupe said: "The market remains dynamic and fiercely competitive.
"The long-running trend of more frequent, convenient shopping has accelerated, resulting in smaller basket sizes.
"An increase in price investment and short-term competitor promotional activity, combined with favourable commodity markets, has resulted in deflation in many areas of our food business."
The company has seen growth in its smaller convenience stores rise at 17%, as urban shoppers move away from large weekly purchases at large stores.
It said the group opened 23 new convenience stores in the quarter and refurbished another 10 stores.
It will also open five new stores in conjunction with Danish discounter Netto, in a strategy to go head-to-head with German discounters Aldi and Lidl.
It now expects food price deflation and the bitter price war among rivals to continue "for the foreseeable future".
Mr Coupe added the supermarket would provide a detailed update when its interim results are announced on 12 November.
On Tuesday, Sainsbury's hit the social media stratosphere after a customer tweeted a photo of a poster - meant for staff areas only - urging employees to try and get shoppers to spend more on each visit.
The poster said: "Fifty pence challenge: Let's encourage every customer to spend an additional 50p during each shopping trip between now and the year-end."
Twitter user Chris Dodd sent the photo to Sainsbury's, who admitted it was not meant for display to the public but for staff areas.
The photo went viral and sparked a flurry of quips on how the supermarket would manage to get more money out of shoppers.
Some suggested double-swiping of items or stuffing additional items in shopping baskets when customers were not looking.
The supermarket price war has been damaging for the share prices of several of the top chains in the last year, with Tesco down 50%, Sainsbury's down 39% and Morrisons more than 11%.
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