Three million households across the UK, including in Birmingham, are skipping meals as rising costs continue to strain finances. According to a new report from Which?, 85% of people are concerned about food prices, and a majority believe the economy will worsen.
Consumer Confidence Plummets
The Which? consumer insight tracker for the month leading up to 10 April shows a drop in consumer confidence to -62, the lowest level since the peak of the cost of living crisis in 2022, down from -56 the previous month. Most adults (71%) think the UK economy will deteriorate over the next 12 months, with only 9% predicting improvement.
Drastic Actions by Shoppers
As a result, supermarket shoppers are taking drastic measures. In addition to skipping meals and opting for cheaper products, 37% are buying more supermarket-branded budget items, and 31% are purchasing extra items when on sale. One in ten UK households now skip meals, and one in seven go without certain foods.
Call for Policy Interventions
Which? is urging the government to take urgent action, as outlined in its Cost of Living Manifesto launched in Parliament this week. The manifesto calls for reforms to tackle unfair rip-offs and improve access to essentials, including a revamp of the Healthy Start food scheme. Which? warns that the scheme's value has not kept pace with food inflation and urges the government to increase payments, expand eligibility to all families on Universal Credit, and encourage supermarket support to ensure those struggling can afford a healthy diet.
Expert Commentary
Rocio Concha, Which? director of policy and advocacy, said: “Our latest research highlights the deepening strain not only on household finances, but also on people’s physical and social wellbeing as cost-of-living pressures bite. Many are already making difficult choices, such as skipping meals. Without meaningful interventions, the number of people taking drastic measures is likely to increase. We need to see urgent action, as set out in our Cost of Living Manifesto, to address these costs and help restore confidence before even more households are pushed into serious financial difficulty.”
