Press statement
Which? responds to the news that grocery inflation has hit a new record
1 min read
Sue Davies, Which? Head of Food Policy, said: "The cost of living crisis is squeezing millions of consumers' budgets tightly, with recent Which? research finding that over 18 million households are making adjustments such as cutting back on essentials, selling belongings or dipping into savings to make ends meet. "Which? recognises that a number of supermarkets are introducing measures to help their customers but they also need to ensure their pricing is more transparent, with 'unit pricing' more prominent, legible and consistent so that people can more easily understand the best deals. They should also make sure that budget lines for affordable essential items are widely available across their stores, particularly in areas of the country where they are needed most. "Marketing budgets and promotions should be tailored to support those struggling, with offers, vouchers and loyalty card benefits focused on the places and households where people are most in need."