Almost two thirds (63%) of consumers believe supermarkets and food manufacturers have raised prices beyond what is necessary to boost profits, according to new YouGov polling released as part of a major public health campaign.
The research, commissioned by Recipe for Change, highlights growing scepticism among shoppers about pricing across the grocery sector, with the figure emerging against a backdrop of sustained food inflation. Of the 95% of respondents who said food prices have increased over the past year, just 3% attributed this to health or environmental regulation.
The findings form part of a wider Citizens’ Charter launched by the coalition, which includes Sustain, The Food Foundation and the Obesity Health Alliance, calling for stronger government intervention in the food system.
Alongside concerns about pricing, the polling points to mounting pressure on affordability and health. Nearly half (47%) of Britons said it is harder to eat a balanced diet than it was 20 years ago, with 81% of those citing rising food prices as a key factor. A further 70% said unhealthy food is often cheaper than healthier alternatives.
There is also clear demand for action from both government and industry. Almost four in five respondents (79%) said ministers should do more to make a balanced diet affordable, while 84% believe food companies themselves should take greater responsibility. Confidence in voluntary reformulation remains low, with 79% unconvinced that businesses will reduce sugar, salt and saturated fat without regulation.
Support for tighter legislation appears strong, with 73% backing rules to regulate sugar and saturated fat levels, and 70% supporting limits on salt. Meanwhile, 61% said companies selling products high in fat, salt and sugar should help fund the costs of treating related ill health.
The campaign comes as government prepares to advance its food strategy alongside the NHS 10 Year Health Plan, with campaigners arguing that mandatory measures are now needed to reshape the food environment.
Recipe for Change said the Citizens’ Charter will gather public signatures before being presented to MPs later this year, signalling what it describes as growing demand for a “healthier, fairer food system”.
“This research brings to life the challenges felt by citizens up and down the country with accessing healthy and affordable food,” commented Dr Hannah Brinsden, head of policy and advocacy at the Food Foundation.
“We know voluntary action doesn't work - we need strong government directions and policies to level the playing field and ensure that all companies play their role in supporting citizens to access the healthy and affordable food they clearly want. The NHS Plan set out a clear vision - but we know there's much more that can be done to shift the incentives in our system to support good growth for businesses, while also protecting our health.”
Kate Howard, children’s food campaign coordinator at Sustain, added: “Food companies are incredibly good at innovation when there's a profit in it, and I see no reason why that same drive can't be turned towards making healthier food the easy, affordable option. Rising costs and global pressures will be cited as reasons to resist change, but clearer rules benefit everyone, including industry.
“The people across the UK who developed the calls in this charter showed just how frustrated they are and how much they want change. That's why we’re urging everyone to add their name. The more people who sign, the harder it is for government and industry to look the other way.”