According to Which?’s monthly consumer insight tracker, trust in the groceries industry has hit its lowest point since November 2014, with a confidence score of just +36 (on a scale of -100 to +100) in May. This represents a significant drop of 32 points since May 2020, during the pandemic.
Furthermore, a separate nationally representative survey conducted by Which? found that two-thirds (67%) of UK adults think that supermarkets are overcharging for convenience store items, which are often more expensive than larger stores and rarely stock budget items. Three-quarters (75%) believe that multiple-owned convenience stores sell food at overly high prices, compared to larger supermarkets, and almost half (45%) struggle to find affordable food in their local convenience stores.
Disturbingly, half (51%) of those who rely on convenience stores at least once a week are experiencing financial hardship. This figure is significantly higher than the number of consumers overall who are struggling financially (35%).
In response to these concerns, six in 10 (57%) of the public have called for more budget ranges in stores. In light of these findings, Which? is urging supermarkets to increase the availability of essential budget options in their convenience stores. This will ensure that consumers, particularly those on a low income, do not have to pay more for everyday essentials because they cannot reach larger supermarkets.
These concerns about food prices are also reflected in Which?’s consumer insight tracker. A total of 88% of consumers said they were concerned about the price of food, which is just one percentage point behind those worried about energy prices (89%). This is the highest level of worry since Which?’s records began in 2012.
As a result of rising food prices, nearly six in 10 (57%) have started buying cheaper items, while four in 10 (39%) have bought cheaper items on promotion. Four in 10 (40%) have also shopped around to find better deals.
Rocio Concha, Director of Policy and Advocacy at Which?, said: “Trust in the groceries industry has fallen to a nine-year low, with many consumers feeling ripped off by high convenience store prices. People should not have to pay more for essential items simply because they struggle to get to larger supermarkets.”
She added, “Supermarkets have the power to do more to support those who are struggling, including ensuring that everyone has access to basic and affordable budget ranges at stores near them. This is crucial for consumers who rely on smaller stores. It is also important for supermarkets to provide transparent pricing so that people can easily compare products and make informed decisions about what represents the best value.”