LONDON, April 10 (Reuters) - Consumer habits built up over the last two years of Britain's cost of living crisis are persisting, Tesco's chief executive said, highlighting that shoppers treating themselves at home is still driving sales in the supermarket's premium range.

"A lot of the habits that have been built up over the last two years are actually persisting but I do think customers are responding when they see a new product or a high quality proposition at great value," CEO Ken Murphy told reporters after Tesco reported annual results.

"I do think there is a little bit more now of a habit of eating in and entertaining in and then treating yourself," he said. (Reporting by James Davey, editing by Sarah Young)