Shoppers’ trust in supermarkets plunges to lowest level since horsemeat scandal

Shoppers’ trust in supermarkets has fallen to its lowest level since the 2013 horsemeat scandal, according to a new survey.

Consumer group Which? found that less than half of consumers – 48% – said they trusted the sector to act in their best interest, while 18% said they did not trust it at all.

It comes as many households struggle with high inflation, with figures on Tuesday suggesting food prices are still rising faster than wages.

Which?’s monthly consumer insight tracker gave the sector a “trust score” of 30, out of its scale of -100 to 100.

That is the lowest since a score of 24 was recorded after it was revealed in February 2013 that horse DNA had been discovered in frozen beef burgers and lasagne sold in some shops.

Some 85% of the 2,000 people surveyed also said they were worried about food costs.

Executives from the country’s biggest supermarket chains, including Tesco, Sainsbury’s, Asda and Morrisons, have strongly denied accusations they have exploited inflation by hiking prices more than necessary to boost their profits.

A review by regulator the Competition and Markets Authority also cleared food shops of profiteering last month, but found some retailers have been failing to display prices as clearly as they should.

Katie Alpin, head of strategic insight at Which?, said: “Month after month of soaring food prices has seen trust in supermarkets plummet to a 10-year low – comparable to the dark days of the horsemeat scandal.

“The cost of the weekly shop is now on a par with energy bills as the biggest worry for millions of households.

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“Supermarkets have the power to ease the huge pressure faced by shoppers, especially families and those on low incomes, by putting low-cost budget range items in hundreds of more expensive convenience stores.

“Which? research has found that these stores rarely, if ever, stock the cheapest products.”

The survey also found 78% of consumers had changed their shopping habits in response to higher food prices, with 54% buying cheaper products – while 24% said they had gone without some foods.

But industry body the British Retail Consortium accused Which? of “vilifying” grocery shops – and said they had been doing “everything they can to offer the best value for their customers despite rising costs in the food supply chain”.

Its director of food and sustainability Andrew Opie, said: “Supermarkets have seen their operational profits tumble in the last year to just 1.8% as they try to absorb rising costs and protect their customers.

“The CMA, the UK competition regulator, recently published its report showing the UK grocery market remained fiercely competitive, with retailers cutting margins to support households.

“Food inflation continues to fall and is now at its lowest level since September 2023. Rather than vilifying retailers, Which? could better support their readers by providing information about which products are currently falling in price.”