Consumer Insights Tracker - July to September Report

1. Key findings

  • In September, 23% were worried about their household being able to afford food in the next month. This proportion has been broadly stable since February 2024, with some fluctuations. This follows a previous downward trend from July 2023 (28%).

  • Looking at the data from July-September 2024 combined, the following groups are less likely to be worried about food affordability than for the same quarter in 2023: white respondents (21% vs 25%), those in the middle IMD deciles (4-7; 22% vs 25%).

  • Over the past 3 months, those in the most deprived IMD deciles are more likely than those in the least deprived IMD deciles to report that they or someone else in their household: ate food past its use-by-date (12% vs 7%), could not afford to eat a healthy balanced diet (11% vs 7%), cut the size of meals or skipped meals because there wasn’t enough money (12% vs 5%).

  • The top concerns in September 2024 are food prices (87%),
    ultra-processed food (76%), the ‘healthiness’ of people’s diets (75%) and food poverty and inequality (74%). These have consistently been among the top consumer concerns about food in the UK across all waves of the survey.

  • Following a slight increase in July and August, 60% are confident in the food supply chain in September 2024. Confidence has remained broadly stable since it rose to 60% in November 2023, having averaged 55% in the period July-October 2023.

  • Similarly, among those with some knowledge of the FSA, the proportion who have trust in the FSA to do its job rose from 57% in June 2024 to 65% in July, before declining to more typical levels in August (62%) and September (56%).

2. Background and methodological information

2.1. Changes in approach

Following a review of the FSA’s Consumer Insights Tracker by the FSA’s Advisory Committee for Social Science (ACSS), the project was recommissioned in early 2023.

In July 2023, the Consumer Insights Tracker was transitioned to a new supplier, YouGov. Changing supplier provided the opportunity to make some methodological changes.

Due to these methodological differences, data captured by YouGov (from July 2023 onwards) should not be directly compared to data captured by the previous supplier (April 2020 – June 2023). For details on these changes please see the technical report.

2.2. Topics

This report presents findings for the core topics of food availability, food affordability, consumer concerns in relation to food, confidence in the food supply chain and in the FSA as a regulator.

Between July and September 2024 questions were also asked about school food standards, precision breeding and consumer views on food regulations. Data for these questions can be found in the accompanying data tables.

2.3. Method

  • This research was conducted online using the YouGov panel which gives access to 400,000 active panellists in the UK.

  • This report presents findings from the months July-September 2024. Where appropriate, comparisons are made to previous waves since July 2023.

  • For demographic analysis, data for the last quarter has been combined to give larger base sizes.

  • Across England, Wales and Northern Ireland 2,070 took part in the survey in July 2024 (5th-9th), 2,008 in August 2024 (2nd-5th) and 2,014 in September 2024 (6th-9th).

  • Quotas were set by age, gender, education and region. The data is also weighted to be representative of the population by these demographic variables. All results are based on final weighted data.

2.4. Notes for interpretation

  • Figures may not add up to 100% on graphs due to rounding, or in some questions, respondents were able to select multiple answers.

  • Significance testing is applied to the data to compare and determine whether a difference is “real”, or if it has occurred by chance (because not everyone in the population has been surveyed).

  • Any differences between demographic groups and month to month which are reported (with arrows) are statistically significant at the 95% confidence level.

  • Where analysis is conducted by IMD, respondents are categorised within the country where they live, before a combined measure is created for the full sample.

  • Further information on the statistical significance testing can be found in the technical report.

3. Results

3.1. Food affordability

Between July and September 2024, the proportion saying they were worried about their household not being able to afford food in the next month fluctuated slightly. There was a slight dip in the proportion feeling worried in August 2024, however this has since returned to previous levels in September.

Line graph shows proportion worried about their household not being able to afford food in the next month for July (28%), August (25%), September (25%), October (25%), November (26%), December (25%), January (23%), February (22%), March (22%), April (24%), May (23%), June (22%), July (24%), August (20%) and September (23%).
Figure 1.Proportion who reported worrying about their household not being able to afford food in the next month

Note: The new data points (from July to September) are shown in a different colour. Statistically significant differences compared to August shown with arrows. Q3m. To what extent, if at all, are you worried you/your household will not be able to afford food in the next month? Base: All in September 2024 (n=2,014), August (n=2,008), July (n=2,070), June (n=2,056), May (n=2,067), April (n=2,061), March (n=2,015), February (n=2,066), January (n=2,038), December (n=2,026), November (n=2,064), October (n=2,062), September (n=2,057), August (n=2,044) and July 2023 (n=2,085).

Compared to this time last year, worry about household food affordability has declined for some groups more than others. For example, white respondents and those in the middle IMD deciles (4-7) are statistically significantly less likely to report being worried compared to this time last year.

The chart shows the differences between July-September 2023 and July-September 2024 for ethnicity. 21% of white respondents reported being worried in July-September 2024 compared to 25% in July-September 2023.
Figure 2.Proportion who reported worrying about their household not being able to afford food in the next month by ethnicity
The chart shows the differences between July-September 2023 and July-September 2024 for the different deciles of IMD (Index of Multiple Deprivation). For deciles 4-7, 22% reported being worried in July-September 2024 compared to 25% in July-September 2023.
Figure 3.Proportion who reported worrying about their household not being able to afford food in the next month by index of multiple deprivation

Note: Statistically significant differences compared to July-September 2023 shown with arrows. Q3m. To what extent, if at all, are you worried you/your household will not be able to afford food in the next month? Base: All in July-September 2024 (n=6,092) and July-September 2023 (n=6,186). For demographic analysis, data for the last quarter has been rolled up to give larger base sizes. The Index of Multiple Deprivation (IMD) is a measure of deprivation calculated based off postcode, which takes into account income, employment, education, skills and training, health, crime, housing and the living environment of an area.

3.1.1. Food bank use

Between July and September 2024, the proportion of respondents who reported that they or another member of their household received a free parcel of food from a food bank or other emergency food provider remained broadly stable. This has remained comparable since tracking began.

Line graph shows proportion who received a food parcel from a food bank or emergency food provider for August (2%), September (3%), October (2%), November (3%), December (3%), January (4%), February (2%), March (3%), April (3%), May (3%), June (3%), July (4%), August (3%), September (2%).
Figure 4.Proportion who reported receiving a food parcel from a food bank or emergency food provider

Note: The new data points (from July to September) are shown in a different colour. Statistically significant differences compared to August shown with arrows. Q3. In the last month, have you or anyone else in your household received a free parcel of food from a food bank or other emergency food provider? Base: All in September 2024 (n=2,014), August (n=2,008), July (n=2,070), June (n=2,056), May (n=2,067), April (n=2,061), March (n=2,015), February (n=2,066), January (n=2,038), December (n=2,026), November (n=2,064), October (n=2,062), September (n=2,057), August (n=2,044) and July 2023 (n=2,085).

3.1.2. Shopping

The proportion reporting that at least one of the following statements applies to them or their household has remained relatively stable over time, at around two in three. The figures for each month during the quarter were 66% in July 2024, 65% in August 2024 and 65% in September 2024.

Line chart showing the proportion reporting a number of shopping statements apply to them from August 2023 to September 2024. In September, 48% report choosing cheaper alternatives rather than branded products to save money.
Figure 5.Reported shopping statements

Note: Statistically significant differences compared to August shown with arrows. Q6. In the last month, did any of the following apply to you, or someone else in your household? Please tick all that apply. I, or someone in my household… Base: All in September 2024 (n=2,014), August (n=2,008), July (n=2,070), June (n=2,056), May (n=2,067), April (n=2,061), March (n=2,015), February (n=2,066), January (n=2,038), December (n=2,026), November (n=2,064), October (n=2,062), September (n=2,057) and August 2023 (n=2,044). Please note: Total values do not add to 100% as participants could select multiple responses.

3.1.3. Cooking and eating

Between July and September 2024, the proportion reporting these cooking and eating statements applied to them or someone else in their household remained broadly stable.

The chart shows the proportion who had five different statements apply to them or someone else in their household in September, comparing them to August and July. 38% cooked/prepared something from scratch, rather than buying it ready-made to save money in September, in line with August (36%) and July (39%).
Figure 6.Proportion who had the following apply to them or someone else in their household

Note: Statistically significant differences compared to August shown with arrows. Q6. In the last month, did any of the following apply to you, or someone else in your household? Please tick all that apply. I, or someone in my household… Base: All in September 2024 (n=2,014), August 2024 (n=2,008) and July 2024 (n=2,070).

Looking at data from July-September 2024 combined, those in the most deprived IMD deciles are more likely than average to report that they or someone else in their household:

  • Ate food past its use-by-date because they couldn’t afford to buy more food

  • Could not afford to eat a healthy balanced diet

  • Cut the size of meals or skipped meals because there wasn’t enough money for food

The chart shows the proportion of those who have eaten food past its use-by-date because they couldn't afford to buy more food in the period July-September 2024 by IMD decile. 12% of those in the most deprived deciles report this, compared to 7% in the least deprived.
Figure 7.Proportion who had the following apply to them or someone else in their household

Note: Statistically significant differences compared to the total shown with arrows. Q6. In the last month, did any of the following apply to you, or someone else in your household? Please tick all that apply. I, or someone in my household… Base: All in the most deprived (1-3) (n=1,622), middle (4-7) (n=2,484) and least deprived (8-10) (n=1,986) IMD deciles in the period July-September 2024. For demographic analysis, data for the last quarter has been rolled up to give larger base sizes. The Index of Multiple Deprivation (IMD) is a measure of deprivation calculated based off postcode, which takes into account income, employment, education, skills and training, health, crime, housing and the living environment of an area.

From July-September 2024, over half (55%) of respondents continue to use cheaper cooking methods instead of an oven to cook food.

The chart shows the ways people have acted to reduce energy bills and save money in the last month. 55% used cheaper cooking methods in September.
Figure 8.Proportion who did any of the following to reduce energy bills or save money in the last month

Note: Statistically significant differences compared to August shown with arrows. Q8m. In the last month, which, if any, of the following have you done to reduce your energy bills and save money? Base: All in September 2024 (n=2,014), August 2024 (n=2,008) and July 2024 (n=2,070).

3.2. Food availability

From July-September 2024, the proportion reporting they are worried about there not being enough food available for their household in the next month remained broadly stable. In all three months, this figure is around one in five. This has remained broadly comparable since January this year.

The chart shows the concern over food availability from July 2023 to September 2024. In July, it was 20%, August, 19% and September, 20%.
Figure 9.Proportion who reported worrying about there not being enough food available for their household in the next month

Note: The new data points (from July to September) are shown in a different colour. Statistically significant differences compared to August shown with arrows. Q2m. To what extent, if at all, are you worried about there not being enough food available for you/your household to buy in the next month? Base: All in September 2024 (n=2,014), August (n=2,008), July (n=2,070), June (n=2,056), May (n=2,067), April (n=2,061), March (n=2,015), February (n=2,066), January (n=2,038), December (n=2,026), November (n=2,064), October (n=2,062), September (n=2,057), August (n=2,044) and July 2023 (n=2,085).

3.3. Food concerns

In September, the top concerns were food prices, ultra-processed, or over-processing of food, and the ‘healthiness’ of people’s diets in general.

The chart shows concern about food-related topics from July-September 2024. In September, 87% are concerned about food prices.
Figure 10.Proportion who reported concern about food by topic

Note: Statistically significant differences compared to August shown with arrows. Q12. Thinking about food in the UK in general. At the moment, how concerned, if at all, do you feel about each of the following topics? Base: All in September 2024 (n=2,014), August 2024 (n=2,008) and July 2024 (n=2,070). Respondents were shown all of the topics listed and asked how concerned, if at all, they felt about each. Figures shown in chart are the proportion ‘highly concerned’ or ‘somewhat concerned’.

Concern about the top 5 issues has remained broadly stable across July-September 2024.

The chart shows concern about food prices from August 2023 to September 2024. In July, it was 88%, August, 86% and September, 87%.
Figure 11.Proportion who reported concern about food prices
The chart shows concern about ultra-processed food from August 2023 to September 2024. In July it is 79%, August 77% and September 76%.
Figure 12.Proportion who reported concern about ultra-processed food
This chart shows concern for the 'healthiness' of people's diets from August 2023 to September 2024. In July it was 74%, August 71% and September, 75% which is statistically significantly higher than August.
Figure 13.Proportion who reported concern about the ‘healthiness’ of people’s diets
The chart shows concern about food poverty and inequality from August 2023 to September 2024. In July, it was 76%, August, 74% and September, 74%.
Figure 14.Proportion who reported concern about food poverty and inequality
The chart shows concern about ingredients and additives in food from August 2023 to September 2024. In July, it was 73%, August, 71% and September, 71%.
Figure 15.Proportion who reported concern about ingredients and additives in food

Note: Statistically significant differences compared to August shown with arrows. Q12. Thinking about food in the UK in general. At the moment, how concerned, if at all, do you feel about each of the following topics? (Top 5 concerns shown). Base: All in September 2024 (n=2,014), August (n=2,008), July (n=2,070), June (n=2,056), May (n=2,067), April (n=2,061), March (n=2,015), February (n=2,066), January (n=2,038), December (n=2,026), November (n=2,064), October (n=2,062), September (n=2,057) and August 2023 (n=2,044). Respondents were shown all of the topics listed and asked how concerned, if at all, they felt about each. Figures shown in chart are the proportion ‘highly concerned’ or ‘somewhat concerned’.

3.4. Food supply chain

The proportion reporting confidence in the food supply chain in September (60%) decreased back to comparable levels recorded since November-23. This follows a slight increase in July and August 2024.

The chart shows confidence in the food supply chain from July 2023 to September 2024. In July, it was 64%, August, 65% and September, 60%.
Figure 16.Proportion who reported confidence in the food supply chain
Line chart showing the proportion reporting confidence that those involved in the food supply chain ensure different criteria are met from July 2023 to September 2024. In September, 72% report that they are confident that those involved in the food supply chain ensure that food is safe to eat.
Figure 17.Proportion who reported confidence that those involved in the food supply chain ensure that…

Note: The new data points (from July to September) are shown in a different colour. Statistically significant differences compared to August shown with arrows. Q13. How confident are you in the food supply chain? That is all the processes involved in bringing food to your table. Q14. How confident are you that those involved in the food supply chain in the UK… Base: All in September 2024 (n=2,014), August (n=2,008), July (n=2,070), June (n=2,056), May (n=2,067), April (n=2,061), March (n=2,015), February (n=2,066), January (n=2,038), December (n=2,026), November (n=2,064), October (n=2,062), September (n=2,057), August (n=2,044) and July 2023 (n=2,085).

3.5. The Food Standards Agency

Having risen in July, trust in the FSA returned back to 56% in September 2024, comparable to June. Confidence in the FSA to perform its functions has fluctuated slightly month to month but remains comparable to when tracking began in August 2023.

The chart shows trust in the FSA to do its job from August 2023 to September 2024 among those with some knowledge of the FSA. In July it was 65%, August 62% and September 56%.
Figure 18.Proportion that trust the FSA to do its job (among those with knowledge of the FSA)

Note: The new data points (from July to September) are shown in a different colour. Statistically significant differences compared to August shown with arrows. Q16. The Food Standards Agency (FSA) is the Government Agency responsible for food safety in England, Wales and Northern Ireland. How much do you trust or distrust the Food Standards Agency to do its job? That is to make sure that food is safe and what it says it is. Base: Those who know a little / a lot about the FSA in September 2024 (n=1,063), August (n=1,109), July (n=1,140), June (n=1,163), May (n=1,161), April (n=1,137), March (n=1,137), February (n=1,127) January (n=1,168) December (n=1,134), November (n=1,183), October (n=1,175), September (n=1,161) and August 2023 (n=1,126).

The chart shows confidence that the FSA protects the public from food related risks, among those with knowledge of the FSA, from August 2023 to September 2024. In July it was 76%, August 78% and September 75%.
Figure 19.Proportion who reported confidence that the FSA protects the public from food-related risks (among those with knowledge of the FSA)
The chart shows confidence that the FSA takes appropriate action about identified food-related risks from August 2023 to September 2024. In July it was 81%, August 80% and September 77%.
Figure 20.Proportion who reported confidence that the FSA takes appropriate action about identified food-related risks (among those with knowledge of the FSA)
The chart shows confidence that the FSA is committed to communicating openly with the public about food-related risks from August 2023 to September 2024. In July, it was 69%, August, 69% and September, 66%.
Figure 21.Proportion who reported confidence that the FSA is committed to communicating openly with the public about food-related risks (among those with knowledge of the FSA)

Note: The new data points (from July to September) are shown in a different colour. Statistically significant differences compared to August shown with arrows. Q15. The Food Standards Agency (FSA) is the Government Agency responsible for food safety in England, Wales and Northern Ireland. How confident are you that the Food Standards Agency… Base: Those who know a little / a lot about the FSA in September 2024 (n=1,063), August (n=1,109), July (n=1,140), June (n=1,163), May (n=1,161), April (n=1,137), March (n=1,137), February (n=1,127) January (n=1,168) December (n=1,134), November (n=1,183), October (n=1,175), September (n=1,161) and August 2023 (n=1,126).

4. Further information

Acknowledgements

FS code FS900280