Trust in British supermarkets has declined to levels reminiscent of the horsemeat scandal, impacting consumer confidence significantly.
- Household concerns over soaring food prices continue to mount amid the persistent cost-of-living crisis.
- The current trust score of supermarkets has reached a mere 30, a stark drop from previous highs.
- A significant portion of consumers are altering shopping habits, favouring budget options as prices remain a concern.
- Industry experts urge supermarkets to introduce lower-cost items in more stores to alleviate consumer pressure.
Trust in UK supermarkets has dramatically fallen to its lowest level since the infamous horsemeat scandal, as noted by consumer research company Which?. This decline is directly linked to the ongoing cost-of-living crisis, with households increasingly burdened by exorbitant food prices.
In August, the trust score for the grocery sector sank to 30, the lowest since February 2013 when horse DNA was identified in certain beef products in Irish and British supermarkets. This figure marks a significant decrease from the high trust score of 68 witnessed in May 2020, during the peak of the pandemic when supermarkets were commended for enhancing online delivery services.
The escalation of food prices remains a critical concern for consumers, often equated with the apprehension caused by rising energy bills. Research reveals that 85% of the public is worried about high food costs, with less than half (48%) expressing confidence in supermarkets to prioritise consumer interests, and 18% explicitly stating their distrust.
A noteworthy 78% of shoppers have modified their purchasing behaviour in response to these financial pressures, with more than half (54%) opting for cheaper products and nearly half (48%) favouring budget ranges.
Katie Alpin, Head of Strategic Insight at Which?, suggests that supermarkets can significantly alleviate the financial strain on customers by stocking low-cost items in more costly convenience stores, which seldom offer these budget products. This move is posited as a way to support families and individuals on lower incomes.
Despite the challenges, supermarkets have the potential to restore consumer trust by addressing these pressing issues effectively.
