Consumer group Which? has identified the 50 UK places where people are most likely to struggle to access affordable food and is calling on supermarkets to sign up to a 10-point plan to support consumers through the cost-of-living crisis.
The study, undertaken with researchers from the Consumer Research Data Centre at the University of Leeds, reveals that the places in highest need of support in Scotland are in the Central Belt. However, there is also a notable concentration in and around Dundee where there is relatively poor access to online food deliveries and people are more likely to be suffering from fuel poverty and on a low income.
Which? believes supermarkets need to do more to support all consumers through the crisis by making sure food prices are easy to understand to make budgeting much simpler, making sure budget lines that enable healthy choices are available throughout stores and online, and providing targeted promotions to support people in the areas that are struggling the most.
As part of its newly launched Affordable Food For All campaign, Which? has created a 10-point plan to help supermarkets provide the support people around the country desperately need to feed themselves through the ongoing crisis.
The plan sets out specific steps supermarkets can take in three main areas: clear and transparent pricing, access to affordable food ranges across all stores, and through more targeted promotions.
Sue Davies, Which? Head of Food Policy, said: “We know that millions of people are skipping meals through the worst cost-of-living crisis in decades but our new research tells us where around the UK support is most urgently needed.
“The supermarkets have the ability to take action and make a real difference to communities all around the UK. That’s why we’re calling on them to ensure everyone has easy access to budget food ranges that enable healthy choices, can easily compare the price of products to get the best value and that promotions are targeted at supporting people most in need.”
