Trust in supermarkets falls as shoppers feel ‘ripped off’

Trust in supermarkets has plummeted to a nine-year low as most shoppers feel “ripped off” by prices, a recent report has claimed.

According to Which?’s monthly consumer insight tracker, trust in the groceries industry dropped in May to the lowest it has been since November 2014, with a score of 36 – a fall of 32 points since the previous high of 68 in May 2020.

A separate survey by the consumer group found that 67 per cent of UK adult believe supermarkets are ripping people off with their convenience store prices, which can often be more expensive than larger stores.

Three-quarters (75 per cent) also said they find the price of convenience store foods too expensive compared to larger supermarkets and nearly half (45 per cent) struggle to find affordable food in convenience stores. Half of those (51 per cent) who rely on convenience stores at least once a week are struggling financially with the cost-of-living crisis compared to 35 per cent of consumers overall, the poll found. Some 57 per cent agreed that having more budget ranges in stores would help.

Which? director of policy and advocacy Rocio Concha said, “Trust in the groceries industry has fallen to a nine-year low – with many consumers telling us they feel ripped off by high convenience store prices.

“People should not have to pay over the odds for everyday essentials just because they struggle to get to a large supermarket. While the whole food supply chain affects prices, supermarkets have the power to do more to support people who are struggling, including ensuring everyone has easy access to basic, affordable budget ranges at a store near them, including smaller stores for consumers who rely on these,” Yahoo quoted Concha as saying.