In recent months, the confidence UK consumers place in supermarkets has reached a critical low, drawing comparisons to the infamous horsemeat scandal of 2013.
- Research from Which? highlights a stark drop in the trust rating for supermarkets, currently at its lowest since February 2013.
- Rising food prices, outpacing general UK inflation, are now equated with energy bills in causing significant consumer concern.
- A substantial portion of consumers have altered their purchasing habits, with many opting for more economical brands and budget items due to escalating prices.
- Industry voices urge supermarkets to mitigate consumer struggles by ensuring low-cost products are widely available, especially in costlier convenience stores.
Trust in UK supermarkets has descended to its most diminished state since the horsemeat scandal over ten years ago, amid households wrestling with increasing costs due to the ongoing cost-of-living crisis, as unveiled by a report in The Independent. Consumer confidence, as assessed by Which?, saw its lowest trust score since horse DNA contamination emerged in certain Irish and British supermarkets in February 2013. The current trust score stands at 30 within a scale of -100 to 100—a figure remarkably close to the 24 score following the scandal’s exposure.
In contrast, a trust score of 68 was recorded in May 2020 when supermarkets garnered commendation for enhancing online deliveries during Covid restrictions, indicating a significant volatility in consumer trust.
Elevated food prices, surpassing overall UK inflation rates, have become comparable to energy bills as a source of anxiety for consumers, with 85% expressing concern in findings by Which?. Less than half of shoppers, specifically 48%, conveyed confidence in the supermarket industry’s intentions, while a notable 18% admitted to a lack of trust in the sector.
The rising costs have prompted 78% of consumers to adapt their shopping behaviors, favoring cheaper products and budget-friendly range items, noted by 54% and 48% respectively, in response to the climbing food prices.
Industry experts, such as Katie Alpin from Which?, emphasize the pressing need for supermarkets to relieve the heavy burden on consumers. “Month after month of soaring food prices has seen trust in supermarkets plummet to a 10-year low,” she stated. She also pointed out, “Supermarkets have the power to ease the huge pressure faced by shoppers, especially families and those on low incomes, by putting low-cost budget range items in hundreds of more expensive convenience stores.” This sentiment is underscored by the June dip in trust towards the food industry, with two-thirds of consumers believing supermarkets exploitively inflate prices in convenience stores.
The current economic climate demands urgent action from supermarkets to rebuild consumer trust and alleviate financial pressures.
