The trust in UK supermarkets has plummeted to levels not seen since the infamous horsemeat scandal over a decade ago.
- Research by Which? indicates trust in the grocery sector dropped substantially to a score of 30 this August.
- Currently, only 48% of shoppers trust supermarkets to act in their best interest amid soaring food prices.
- A considerable 85% of people express concern over food prices, with a significant number adapting their purchasing habits.
- Industry experts urge supermarkets to consider stocking budget items to alleviate consumer pressure.
Trust in UK supermarkets has experienced a significant decline, returning to levels not observed since the horsemeat scandal erupted over ten years ago. As meticulously presented by Which?, a consumer research firm, the trust score for the grocery sector fell to 30 in August, a stark contrast to the 68 recorded in May 2020, when supermarkets were lauded for enhancing online delivery services during Covid-19 restrictions. The comparison to February 2013 is telling, when trust levels were similarly low after the scandal involving horse DNA found in some supermarket products.
This erosion of trust coincides with exorbitant food prices, now equated to energy bills in terms of consumer concern. Which?’s findings reveal that the majority of households are troubled by the ongoing cost-of-living crisis, with 85% of survey participants expressing anxiety about food prices. Less than half of the shoppers, precisely 48%, have confidence in supermarkets acting in their best interest, with 18% outrightly distrusting the sector.
The financial pressure has led households to alter their consumption patterns. According to the research, 78% of surveyed individuals have modified their purchasing habits, notably with 54% opting for less expensive products and 48% choosing budget range items. These statistics underscore the critical need for affordable options.
Expert voices, such as Katie Alpin from Which?, stress the instrumental role supermarkets could play in alleviating consumer distress. They advocate for the stocking of low-cost budget products in high-priced convenience outlets. This recommendation emerges as research indicates these outlets seldom have the cheapest products available, which could potentially relieve pressure on economically strained consumers.
Another key insight from June’s data revealed a mounting perception that supermarkets might be exploiting customers through high convenience store prices, with two-thirds of consumers subscribing to this view. This outlook undoubtedly compounds the trust issue, driving the need for transparency and equitable pricing across the sector.
The persistent decline in supermarket trust amidst financial pressures emphasises the urgent need for strategic actions to restore consumer confidence.
