Rising living costs are forcing three million UK households, including many in Birmingham, to skip meals and make significant changes to their shopping habits. According to the latest Which? consumer insight tracker for the month ending 10 April, 85% of people are worried about escalating food prices, while a majority expect the economy to worsen in the next year.
Consumer confidence has plunged to -62, marking the lowest point since the height of the 2022 cost-of-living crisis and down from -56 last month. A striking 71% of adults believe the UK economy will decline over the next 12 months, with a mere 9% optimistic about improvement.
In response to these pressures, shoppers are adopting more frugal behaviors. Beyond skipping meals, they’re increasingly opting for cheaper alternatives: 37% are buying more supermarket-branded budget products, and 31% are stocking up on items during sales.
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Alarmingly, one in every ten households is now skipping meals, while one in seven report going without certain foods altogether. This troubling trend has prompted Which? to call for urgent government action. The consumer rights organization recently launched a manifesto in Parliament targeting unfair pricing and improving access to essentials.
A key demand is reform of the Healthy Start food scheme, which Which? warns has not kept pace with soaring food inflation. They urge the Government to increase payment amounts, expand eligibility to all families receiving Universal Credit, and partner with supermarkets to support vulnerable groups in maintaining a healthy diet.
Rocio Concha, Which? Director of Policy and Advocacy, emphasized the human toll: “Our research highlights the increasing strain on households’ finances and wellbeing. Many are forced into difficult decisions, like skipping meals, and without swift intervention, these numbers will only grow. Immediate action, as outlined in our Cost of Living Manifesto, is essential to alleviate pressures and prevent more families facing severe financial hardship.”