Half of shoppers will reduce unnecessary grocery spending over Christmas

Over half (51%) of UK consumers are set to change their shopping habits by reducing the amount they spend on unnecessary grocery purchases amid the festive season.

According to Toluna’s Global Consumer Barometer Study of 1,020 people across the UK, attitudes towards specific grocery products will also see a change as 42% look to switch to own-label products and 29% will change the brands they buy to cut costs.

Grocery retailers could also see changes among customers as 31% of those surveyed said they will move to a cheaper supermarket to find the best offers and 24% will spend more time shopping around for lower prices.

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“As we move further into the cost-of-living crisis, our research shows that consumers are increasingly concerned,” Toluna head of research UK & Netherlands, Lucia Juliano said.

As shoppers are looking to save amid the cost-of-living crisis and during the run up to Christmas, Juliano said consumers are “willing to hold brands accountable when it comes to ethical behaviour; they even agree that their own savings and investments should contribute to sustainability.”

Toluna’s study found that 40% of respondents want to see food and drink companies actively supporting ethical issues, while 64% said they personally reduce the amount of food they waste to contribute to tackling this issue.

Juliano added: “As prices continue to rise, expectations for brands will increase. It’s vital that brands do everything they can to help people through the coming months. This means they must ensure they are providing consistent, clear messaging around products and services and demonstrate that they’re in tune with consumer sentiments so that they can genuinely help their customers.”

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