Which? responds to record Kantar food inflation figures of 16.7%

Sue Davies, Which? Head of Food Policy, said:

"These latest figures are deeply concerning, and reflect Which?'s own inflation tracker, which shows the dramatic impact the cost of living crisis is having on everyday products at the supermarket.

"Some households are already skipping meals to make ends meet and our research shows trust in supermarkets taking a hit as many people worry they are putting profits before the people suffering during this cost of living crisis.

"Supermarkets must do more, and Which? is calling for them to ensure everyone has easy access to basic, affordable food ranges at a store near them, particularly in areas where people are most in need, as well as clear unit pricing which enables people to easily work out the best value items. Supermarkets should also target promotions to support people who are particularly struggling."

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Notes to editors:

• The consumer champion's n calls on supermarkets to do more to ensure own-brand budget line items are widely available throughout all branches - including in smaller 'convenience' stores. They should also make pricing and offers more transparent and provide targeted promotions to support people in the areas that are struggling most with access to affordable food.
• More than 52,000 supporters have signed our petition so far calling on the supermarkets to take action
• Alongside the University of Leeds Consumer Data Research Centre, Which? Has developed the  which shows where in the UK people are the most vulnerable to food insecurity.

• As part of its Affordable Food For All campaign, Which? launched a new monthly tracker in December which tracks tens of thousands of products across eight major supermarkets. The tracker shows rates of inflation overall as well as by supermarket, product category and range.
• Which? will be publishing this data each month in order to showcase how inflation is really hitting customers and putting pressure on the supermarkets to do a better job of supporting customers to keep food on the table during the worst cost of living crisis in over 40 years.
• Which?'s tracker looks at 20 popular categories of food and drink at eight supermarkets — Aldi, Asda, Lidl, Morrisons, Ocado, Sainsbury's, Tesco and Waitrose. It compares average prices across the same three-month and one-month periods year-on-year, including discounts but not multibuys or loyalty card offers. Figures are then weighted based on supermarket market share and the sales volume of each product category. Find the most recent tacker data here: