Consumer confidence in the UK has plummeted to its lowest level since the height of the cost-of-living crisis in 2022, as rising expenses compel millions to make difficult choices regarding their food intake. A recent report from Which? indicates that approximately three million households are now skipping meals, highlighting the severe financial strain many families are experiencing amid ongoing economic challenges.
Economic Pressures Intensify
The Which? consumer insight tracker, published on Thursday, reveals that consumer confidence has fallen to -62, a significant decline from -56 just a month earlier. This drop coincides with escalating costs driven by geopolitical conflicts, particularly in the Middle East, which have led to surges in oil and raw material prices. As a result, businesses are bracing for further price increases, exacerbating the financial pressures on households.
The report underscores a growing sense of pessimism among consumers, with 71% of adults believing the UK economy will worsen over the next year. Only a mere 9% foresee any improvement. The apprehension surrounding food prices is particularly acute, with 85% of respondents expressing concern, a rise from 83% in February.
Households Adjusting to Rising Costs
In light of the increasing cost of living, families are altering their shopping habits. The report indicates that 43% of consumers are opting for cheaper products, while 37% are purchasing more supermarket-branded budget items. Furthermore, 31% are taking advantage of sales to stock up on essential items. Alarmingly, one in ten households are skipping meals altogether, and one in seven are going without certain foods.
The challenges extend beyond groceries. Nearly 80% of those surveyed are anxious about rising fuel costs, a sharp increase from just one in seven in February. Consequently, over two-thirds of UK adults are modifying their driving behaviours, resulting in fewer leisure trips and reduced visits to family and friends.
Rising Financial Strain
The Which? survey also highlights a worrying trend in missed bill payments. Over the past three months, the average rate of missed payments has climbed to 7.5%, up from 5.7% at the end of 2025. Rocio Concha, Which?’s director of policy and advocacy, commented on the findings, stating, “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. Without meaningful interventions, the number of people taking drastic measures is likely to increase.”
In response to these alarming trends, Which? is advocating for urgent policy changes. A manifesto launched in Parliament this week aims to address rising costs and improve access to essential items. Concha emphasised the need for prompt action, saying, “We need to see urgent action, as set in our cost of living manifesto, to address these costs and help restore confidence before even more households are pushed into serious financial difficulty.”
Why it Matters
The findings from Which? paint a stark picture of the economic landscape in the UK, where rising costs are not just an abstract statistic but a daily reality for millions. The shift in consumer behaviour signifies a broader crisis that threatens not only financial stability but also the health and wellbeing of families across the nation. As households grapple with the consequences of these economic pressures, the call for decisive government action becomes ever more urgent. Without intervention, the risk of deeper financial hardship looms large, potentially pushing more families into dire straits and amplifying the already pressing social issues tied to poverty and inequality.
