Top-up missions and impulse purchasing are in major decline, as consumers switch to prioritising essential grocery items to remain in line with pre-planned budgets as living costs skyrocket, new research reveals.
The data from shopping app Ubamarket shows that 54% of Brits state they’ve started imposing a limit on how much they spend at the supermarket during the cost-of-living crisis.
In addition, the report found that 55% of Brits state supermarkets don’t help consumers enough to alleviate food price inflation during the cost-of-living crisis with 60% of shoppers carrying out their weekly food shop across multiple retailers in a bid to keep their expenditure down.
The research also shows that 64% of Brits state supermarket price matching and on-shelf offers do not go far enough to alleviate their increasing food bills during the cost-of-living crisis, while 53% of Brits state loyalty points schemes no longer help with cutting the cost of their weekly food shop, and are no longer a method of securing their custom.
Will Broome, Chief Executive of Ubamarket, said: “With prices still rising, Brits are facing a tough Christmas ahead, and many will be managing their budgets more closely than at the start of the cost-of-living crisis. It’s no surprise that consumers are feeling let down by the grocery sector.
“At Ubamarket, we believe it is the responsibility of retailers to help curb inflation and respond by offering seasonal savings and price cuts for consumers where possible. In light of this, we’ve currently introduced initiatives with some of our partners like the Nash & Gardner’s Budgens in Islington to match inflation and discount hundreds of products on our app accordingly.”
