Millions of families and households are skipping meals or finding it hard to put healthy meals on the table as they struggle with the cost-of-living crisis, new research reveals.
Data from consumer champion Which? shows half of the 3,000 consumers polled said that their household was skipping meals.
Nearly half (46%) of consumers said they are finding it harder to eat healthily compared to before the crisis. This goes up to 78% of those finding it very difficult financially.
Which?’s research shows that 85% people in the UK are making an adjustment to save money on food as a result of the cost-of-living crisis. The most common adjustment is looking out for food items on promotion (55%) followed by trading down to cheaper products (50%).
In addition, 18% said they had bought more frozen food to cut costs, 12% said that they had resorted to skipping meals, and 5% said that they were buying more ready meals or microwave meals.
Which?’s latest research also found that 42% of households are buying expensive or treat foods less often and 36% said they are shopping around in supermarkets, other stores or online.
Almost all (99%) of those who are in a difficult financial position reported doing something to save money on food. Even among those who are living comfortably, this was the case for around half of people (47%), the research reveals.
Which? said it recognises that a number of supermarkets are introducing measures to help their customers during the cost-of-living crisis, but they also need to make sure that budget lines for affordable essential items are widely available across their stores, particularly in areas of the country where they are needed most.
They should also ensure their pricing is “more transparent, legible and consistent” so that people can more easily understand the best deals.
The consumer champion also believes that marketing budgets and promotions should be “targeted to support those struggling”, with offers, vouchers and loyalty card benefits focused on the places and households where people are most in need.
Sue Davies, Which? Head of Food Policy, said: “Supermarkets have a crucial role to play in supporting their customers through this very difficult time.
“By making sure that everyone has easy access to budget food ranges that are also healthy, can easily compare the price of products to get the best value and that promotions are targeted at supporting people most in need, supermarkets can help their customers to navigate the tough months ahead.”
