Trust in UK supermarkets has plummeted to its lowest since the horsemeat scandal due to rising prices.
- Consumer confidence in grocery chains has decreased significantly, as indicated by a recent Which? survey.
- A trust score of 30 was recorded in August, down from 68 in May 2020, reflecting consumer dissatisfaction.
- Rising food costs, comparable to energy bills, are a major concern for 85% of households surveyed.
- Supermarkets are perceived as not acting in shoppers’ best interests, with less than half of consumers expressing trust.
Trust in British supermarkets has fallen sharply, reaching levels not seen since the infamous horsemeat scandal of 2013. This decline is largely attributed to the current cost-of-living crisis that has forced prices to rise, putting consumers in a difficult financial position.
The consumer research company Which? recently revealed that trust in the grocery sector decreased significantly in August, with a trust score of 30. This score is on a scale where -100 represents total distrust and 100 indicates complete trust. This is in stark contrast to May 2020, when the sector enjoyed a higher trust score of 68, following an increase in online deliveries during the Covid-19 lockdowns.
Food prices were found to exceed the overall rate of inflation in the UK. Which? highlighted that a substantial 85% of people surveyed are worried about food costs, equating this concern with the burden of energy expenses. As a result, a large portion of the population is adjusting their shopping behaviours. Specifically, 78% of consumers have altered their purchasing habits, with 54% opting for cheaper products and 48% choosing budget items.
Despite this shift in consumer behaviour, there is growing dissatisfaction with supermarket actions. Less than half of the surveyed consumers expressed confidence that supermarkets are working in their best interests. Furthermore, 18% outright stated they did not trust these grocery giants.
Katie Alpin, Head of Strategic Insight at Which?, suggests supermarkets could alleviate consumer burden by ensuring budget items are available in all stores, including those with higher convenience prices. She commented, ‘Month after month of soaring food prices has seen trust in supermarkets plummet to a 10-year low – comparable to the dark days of the horsemeat scandal.’
The decline in consumer trust signals an urgent need for supermarkets to address rising costs and ensure affordability for all shoppers.
