The latest M&S Family Matters Index has found that healthy food remains a priority for more than half of its shoppers, despite the ongoing pressures of the cost-of-living crisis.
While cost of living is the leading concern for more than four out of every five families, putting value at the forefront of families’ minds, 53% of those surveyed by the retail giant said that healthy eating is still a “top priority”.
A third (33%) have described themselves as being “concerned” about getting enough nutritious food – a jump of 11% on the previous quarter, making it the fastest-growing concern since the Family Matters Index launched in March 2021.
Cost of living is also cited as a top concern by 82% of UK families, up 10% since the end of last year, while ongoing uncertainty about the future is starting to impact shopping habits.
Value is also now a key deciding factor when choosing where to shop – 78% of people ranked this as a top three priority, ahead of convenience (55%) and customer service (47%).
This has had a knock-on impact on overall optimism about family prospects, which stands at 42%, up slightly (2%) from November, but down by 9% from March last year.
“Our latest index suggests cost of living concerns will continue to rise over the coming months, with value set to become even more important to families,” said M&S’ head of food customer insight, Maria Pickett.
Earlier this year M&S announced new investment in its value food offering, which has benefitted from £100 million of investment in the past three years. The proposition is primarily built around the everyday Remarksable range, which offers key grocery items, all price benchmarked against key competitors.
The retailer is also launching Bigger Pack Better Value choices and offering a ‘kids eat free’ promotion across its in-store cafés during the school holidays this year.