Trust in supermarkets falls to nine-year low, Which? finds

Trust in the food industry has dropped to a nine-year low, Which? research finds, as two-thirds of consumers say they feel supermarkets are ripping people off in expensive convenience stores that fail to stock budget range foods.

Which?’s monthly consumer insight tracker found that trust in the groceries industry dropped in May to the lowest it has been since November 2014, a confidence score of just +36 (on a scale of -100 to +100). This is a drop of 32 points since the previous high of +68 in May 2020.

The survey, conducted on 2,000 UK adults, also found that three-quarters (75%) said they find the price of convenience store foods too expensive compared to larger supermarkets and nearly half (45%) struggle to find affordable food in convenience stores.

These concerns about food prices were further reflected in Which?’s consumer insight tracker. Nine in 10 (88%) consumers said they were worried about the price of food, just one percentage point behind the number who said they were worried about energy prices (89%), and the highest level it has been since Which?’s records began in 2012.

In response to rising food prices, nearly six in 10 (57%) said they have bought cheaper items, four in 10 (39%) have bought cheaper items on promotion and four in 10 (40%) have shopped around. One in 10 (11%) have skipped meals, 7% have prioritised meals for other family members and 4% have used a food bank.

While some supermarkets have engaged with Which?’s Affordable Food For All campaign, their response has been “too limited” to date, given the scale of the challenge people are facing.

Which? is now calling on supermarkets to improve availability of essential budget options in their convenience stores so consumers, especially those on a low income, are not paying over the odds for everyday essentials because they cannot get to a larger supermarket store.

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.”