Consumer trust in supermarkets at lowest point in a decade

Trust in the grocery market has dropped to its lowest point since the horsemeat scandal, according to figures from Which?.

In a survey by the consumer champion, respondents gave British supermarkets a confidence rating of just +30 on a scale of -100 to +100, the lowest in a decade.

During the horsemeat scandal in February 2013, shopper confidence dropped to +24, the lowest ever recorded.

At the start of the pandemic in May 2020, confidence was rated at +68.

Which?’s latest research found that less than half of shoppers trust British supermarkets to act in their best interest, while a further one in five said they do not trust the sector.

The organisation said that higher prices are now as common a source of concern as energy bills, with 85 per cent saying they are worried about food bills.

The survey also revealed that four in five consumers have adjusted their habits in response to high food prices, with the most common options being to buy cheaper products – 54 per cent – or opt for budget range items – 48 per cent.

A quarter of people told Which? they have had to go without some foods, while worryingly one in seven shoppers said they were skipping meals to cope with high food costs.

“Supermarkets have the power to ease the huge pressure faced by shoppers, especially families and those on low incomes, by putting budget range items in hundreds of more expensive convenience stores,” said Katie Alpin, head of strategic insight, Which?. “Which? research has found that these stores rarely, if ever, stock the cheapest products.'

    Share Story:

Recent Stories

Smarter merchandise planning across the retail value chain
In this webinar, Matt Hopkins, Head of Retail Solutions, Board, Catherine Tooke, SVP Product & Planning, Sweaty Betty, and Subir Gupta, Managing Principal, Thought Provoking Consulting join Retail Systems Editor Jonathan Easton to discuss the findings of the recent Retail Systems report The Merchandise Planning Challenge: How are retailers harnessing technology to optimise planning and retain customers? and examine the innovations that are improving retail planning.
Better Together: Optimising store fulfilment with POS and OMS
Customers want a coherent, connected journey when they engage with a retailer.

An Order Management System (OMS) helps retailers manage inventory across the multiple channels they’re selling through.