Supermarket trust plummets to nine-year low, reveals Which? survey

Public trust in supermarkets has sunk to its lowest point in nearly a decade, according to research conducted by consumer advocacy group Which?

The study reveals that a majority of shoppers feel overcharged by high prices in convenience stores, where budget food options are often scarce.

The monthly consumer insight tracker from Which? has shown that trust in the grocery industry fell to a confidence score of just +36 (on a scale of -100 to +100) in May. This marks a 32-point dip from the high of +68 in May 2020 and is the lowest it’s been since November 2014.

The research comes in tandem with a separate nationally representative Which? survey of over 2,000 UK adults.

This study found that two-thirds of consumers believe they are being exploited by supermarket prices in convenience stores, which tend to be costlier than their larger counterparts and often lack affordable options.

This issue is compounded by the ongoing cost of living crisis. Half of those who rely on convenience stores at least once a week struggle financially – compared to a third of consumers overall.

Furthermore, concerns over food prices appear to be on par with worries about escalating energy costs. A staggering 88% of consumers express apprehension about the cost of food, just a percentage point behind those concerned about energy prices.

These concerns have forced consumers to alter their buying habits, with 57% resorting to cheaper items and 39% opting for promotional goods.

An alarming number of people have taken even more drastic steps, such as skipping meals (11%), prioritising meals for other family members (7%), and using food banks (4%).

In light of these findings, Which? is urging supermarkets to prioritise the availability of budget options in their convenience stores, helping to alleviate the financial burden on low-income households.

The organisation also calls for greater transparency in pricing and promotional offers, enabling consumers to discern which products offer the best value.

Rocio Concha, Which? Director of Policy and Advocacy, said:

“Trust in the groceries industry has fallen to a nine-year low – with many consumers telling us they feel ripped off by high convenience store prices. People should not have to pay over the odds for everyday essentials just because they struggle to get to a large supermarket.

“While the whole food supply chain affects prices, supermarkets have the power to do more to support people who are struggling, including ensuring everyone has easy access to basic, affordable budget ranges at a store near them, including smaller stores for consumers who rely on these.

“Supermarkets must also provide transparent pricing so people can easily work out which products offer the best value.”