Financial wellbeing in August 2025

Summary 

• Consumer sentiment worsened in August across all three metrics in the monthly Consumer Insight tracker. In particular, consumer confidence in the future UK economy fell by ten points to -49. 
• Falls in confidence have been largely driven by worsening sentiment among working age parents. 
• Financial difficulty has seen little change from last month. The proportion of households who have made adjustments to cover essential spending has increased by one percentage point to 50%. The missed payment rate decreased by 0.9 percentage points to 6.5%.

You can view more data and articles from our monthly tracker survey on our dedicated Consumer Insight Tracker page.

Consumer confidence worsens

This month, consumers expressed lower confidence across all three metrics that we measure on our monthly tracker. 

Following three months of slight improvement, consumer confidence in the future UK economy has fallen by ten points to -49. This represents 12% of consumers thinking the economy will get better, and 60% thinking it will worsen.

Similarly, consumers also reported feeling a little less confident about their future household finances, with this confidence score falling by three points to -12. 

Meanwhile, consumer confidence in their current household finances decreased by five points to +20. 

Consumer confidence in the future UK economy falls to -49

Decreases in confidence were particularly seen by working age parents

After four months of growing optimism among working-age parents across all three metrics, this groups’ confidence fell substantially this month.

Working age parents’ confidence in the future UK economy fell by 25 points from a score of -7 to -32. In comparison, pensioners' and working age non-parents’ confidence in the future UK economy remained  consistent to last month at -49 and -68 respectively.  

Similarly, working age parents’ reported being less confident about their current household finances with their confidence score falling by 22 points to +7. Whilst their confidence score in their future household finances fell by 14 points to 0.  

Working age parents’ confidence has decreased across all three metrics that we measure, in the month to August 13th.

Financial difficulty remains consistent to last month

The proportion of households making at least one adjustment to cover essential spending has remained little changed this month, increasing by one percentage point to 50%. Adjustments include cutting back on essentials, dipping into savings, selling possessions and borrowing.

The proportion of households who reported missing a housing, bill, loan or credit card payment decreased by 0.9 percentage points to 6.5%, but remains broadly in line with the rates recorded in the past 6 months

Households’ financial difficulty has remained at similar levels to last month.

Methodology

Fieldwork for Which? 's Consumer Insight Tracker is conducted monthly by Yonder  on behalf of Which? The latest wave of data collection took place between 13th and 15th of August.  A sample of 2,081 UK adults were surveyed online and weighted to be nationally representative.