Consumer Insights Tracker - October to December Report
1. Key findings
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Approximately a quarter (26%) were worried about being able to afford food in December 2024. This represents an increase from a fifth (20%) in August 2024.
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There has been an increase in the number of younger people (aged 16-34) reporting they have taken actions to reduce energy bills or save money in December 2024 compared to December 2023. For instance, 11% of younger people said they had turned off a fridge/ freezer that contains food in December 2023, which rose to 24% in December 2024. Among those aged 35-54 and 55+, there has been no difference in the same time period.
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Food prices (87%), ultra-processed food (79%), and food poverty (74%) are the top three food concerns in December 2024. These issues have consistently been among the top consumer concerns about food in the UK across all waves of the survey.
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60% were confident in the food supply chain in December 2024. This is the same as October and November 2024. Confidence has remained broadly stable since November 2023.
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Among those with some knowledge of the FSA, the proportion who have trust in the FSA to do its job rose from 56% in September 2024 to 61% in October and 63% in November, before returning to 57% in December 2024.
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In November 2024, when asked about cooking for others over the festive period or another special occasion, just under half (45%) said they would be likely to leave food out after it is served (e.g., for a buffet) and eat it a few hours later. Just over a quarter (27%) said they would be likely to store food that should be refrigerated in a cool place due to a lack of space in the fridge.
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 topics we track regularly including consumer concerns in relation to food, food affordability, and confidence in the FSA as a regulator. In this report we have included additional findings from the November survey on food safety over the festive period.
Between October and December 2024, questions were also asked about cell-cultivated products (Oct), peanut contamination of mustard (Oct), ocean bound plastics (Nov), ashwagandha (Nov), food safety behaviours (Nov), consumption of CBD (Dec), BPA (Dec), listeria (Dec) and consumer views on food regulations (Oct-Dec). Data for these questions can be found in the accompanying data tables.
2.3. Method
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This research was conducted online using the YouGov panel which gives access to 400,000 active panellists in the UK.
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This report presents findings from the months October-December 2024. Where appropriate, comparisons are made to previous waves since July 2023.
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Across England, Wales and Northern Ireland 2,008 took part in the survey in October (3rd – 7th), 2,022 in November (1st – 5th) and 2,036 in December 2024 (6th – 9th).
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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
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Figures may not add up to 100% on graphs due to rounding, or in some questions, respondents were able to select multiple answers.
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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).
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Any differences between demographic groups and month to month which are reported (with arrows) are statistically significant at the 95% confidence level.
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Further information on the statistical significance testing can be found in the technical report.
3. Results
3.1. Food affordability
Between October and December 2024, the proportion worried about their household not being able to afford food increased slightly. This represents an upwards trend since August 2024, rising from 20% to 26% in December 2024. More data is needed to confirm whether this trend is sustained.
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 October to December) are shown in a different colour. 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 December 2024 (n=2,036), November (n=2,022), October (n=2,008), September (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)
The proportion reporting that at least one of the following statements applies to them or their household has remained relatively stable over time, at above three in five (63% in December).
Choosing cheaper alternatives rather than branded products to save money saw a sustained decrease across the quarter, dropping from 48% in September to 42% in December.
Figure 2.Reported shopping statements
Note: 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 December 2024 (n=2,036), November (n=2,022), October (n=2,008), September (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.
3.1.2. Cooking and eating
Between October and December 2024, there was no notable change in the cooking and eating behaviours asked about.
Figure 3.Proportion who had the following apply to them or someone else in their household
Note: 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 December 2024 (n=2,036), November (n=2,022) and October (n=2,008)
In December 2024, a higher proportion of consumers reported food-related behaviours to reduce energy bills, compared to previous months.
Figure 4.Proportion who did any of the following to reduce energy bills or save money in the last month
Note: Statistically significant differences compared to November 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 December 2024 (n=2,036), November (n=2,022) and October (n=2,008)
There has been an increase in the number of younger people (aged 16-34) who engaged in actions to reduce their energy bills to save money in December 2024 compared with December 2023. Those aged 35-54 and 55+ show no change over the same period.
Figure 5.Proportion who used cheaper cooking methods instead of an oven to heat or cook food in the last month by age
Note: Data points from December 2023 are shown in blue, data points from December 2024 are shown in green. Statistically significant differences compared to December 2023 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. Those aged 16-34 (n=561 in December 2024 and n=489 in December 2023), those aged 35-54 (n=583 in December 2024 and n=693 in December 2023) and those aged 55+ (n=892 in December 2024 and n=844 in December 2023)
Figure 6.Proportion who reduced the length of time that food is cooked for in the last month by age
Note: Data points from December 2023 are shown in blue, data points from December 2024 are shown in green. Statistically significant differences compared to December 2023 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. Those aged 16-34 (n=561 in December 2024 and n=489 in December 2023), those aged 35-54 (n=583 in December 2024 and n=693 in December 2023) and those aged 55+ (n=892 in December 2024 and n=844 in December 2023)
Figure 7.Proportion who turned off a fridge and/or freezer that contains food in the last month by age
Note: Data points from December 2023 are shown in blue, data points from December 2024 are shown in green. Statistically significant differences compared to December 2023 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. Those aged 16-34 (n=561 in December 2024 and n=489 in December 2023), those aged 35-54 (n=583 in December 2024 and n=693 in December 2023) and those aged 55+ (n=892 in December 2024 and n=844 in December 2023)
Figure 8.Proportion who lowered the cooking temperature for food in the last month by age
Note: Data points from December 2023 are shown in blue, data points from December 2024 are shown in green. Statistically significant differences compared to December 2023 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. Those aged 16-34 (n=561 in December 2024 and n=489 in December 2023), those aged 35-54 (n=583 in December 2024 and n=693 in December 2023) and those aged 55+ (n=892 in December 2024 and n=844 in December 2023)
Figure 9.Proportion who changed the settings so that food in a fridge and/or freezer is being kept at a warmer temperature in the last month by age
Note: Data points from December 2023 are shown in blue, data points from December 2024 are shown in green. Statistically significant differences compared to December 2023 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. Those aged 16-34 (n=561 in December 2024 and n=489 in December 2023), those aged 35-54 (n=583 in December 2024 and n=693 in December 2023) and those aged 55+ (n=892 in December 2024 and n=844 in December 2023)
Figure 10.Proportion who have eaten food cold because they could not afford to cook it in the last month by age
Note: Data points from December 2023 are shown in blue, data points from December 2024 are shown in green. Statistically significant differences compared to December 2023 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. Those aged 16-34 (n=561 in December 2024 and n=489 in December 2023), those aged 35-54 (n=583 in December 2024 and n=693 in December 2023) and those aged 55+ (n=892 in December 2024 and n=844 in December 2023)
3.2. Food availability
From October to December 2024, the proportion reporting they are worried about there not being enough food available for their household in the next month increased. This increased from 19% in October and November 2024 to 24% in December 2024.
Figure 11.Proportion who reported worrying about there not being enough food available for their household in the next month
Note: The new data points (from October to December) are shown in a different colour. Statistically significant differences compared to November 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 December 2024 (n=2,036), November (n=2,022), October (n=2,008), September (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 December 2024, the top concerns were food prices, ultra-processed, or over-processing of food, and food poverty and food inequality, unchanged from previous months.
Figure 12.Proportion who reported concern about food by topic
Note: Statistically significant differences compared to November 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 December 2024 (n=2,036), November (n=2,022) and October (n=2,008). 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.
Figure 13.Proportion who reported concern about food prices
Note: The new data points (from October to December) are shown in a different colour. 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 December 2024 (n=2,036), November (n=2,022), October (n=2,008), September (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.
Figure 14.Proportion who reported concern about ultra-processed food
Note: The new data points (from October to December) are shown in a different colour. 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 December 2024 (n=2,036), November (n=2,022), October (n=2,008), September (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.
Figure 15.Proportion who reported concern about food poverty and inequality
Note: The new data points (from October to December) are shown in a different colour. 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 December 2024 (n=2,036), November (n=2,022), October (n=2,008), September (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.
Figure 17.Proportion who reported concern about the ‘healthiness’ of people’s diets
Note: The new data points (from October to December) are shown in a different colour. 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 December 2024 (n=2,036), November (n=2,022), October (n=2,008), September (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.
Figure 18.Proportion who reported concern about ingredients and additives in food
3.4. Food supply chain
The proportion reporting confidence in the food supply chain remains stable at 60% across October 2024 to December 2024.
Figure 19.Proportion who reported confidence in the food supply chain
Note: The new data points (from October to December) are shown in a different colour. Q13. How confident are you in the food supply chain? That is all the processes involved in bringing food to your table. Base: All in December 2024 (n=2,036), November (n=2,022), October (n=2,008), September (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)
Figure 21.Proportion who reported confidence that those involved in the food supply chain ensure that…
Note: The new data points (from October to December) are shown in a different colour. Q14. How confident are you that those involved in the food supply chain in the UK… Base: All in December 2024 (n=2,036), November (n=2,022), October (n=2,008), September (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
Trust in the FSA rose in October and November 2024 but has decreased in December 2024 to 57%. This is comparable to September 2024 (56%).
Confidence in the FSA to communicate openly with the public about food-related risks has decreased slightly in December 2024 (to 64%) compared to November (68%). This is comparable to September 2024 (67%).
Figure 21.Proportion that trust the FSA to do its job (among those with knowledge of the FSA)
Note: The new data points (from October to December) are shown in a different colour. Statistically significant differences compared to November 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 December 2024 (n=1,193), November (n=1,139), October (n=1,173) September (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)
Figure 22.Proportion who reported confidence that the FSA protects the public from food-related risks (among those with knowledge of the FSA)
Note: The new data points (from October to December) are shown in a different colour. 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 December 2024 (n=1,193), November (n=1,139), October (n=1,173) September (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).
Figure 23.Proportion who reported confidence that the FSA takes appropriate action about identified food-related risks (among those with knowledge of the FSA)
Note: The new data points (from October to December) are shown in a different colour. 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 December 2024 (n=1,193), November (n=1,139), October (n=1,173) September (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).
Figure 24.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 October to December) are shown in a different colour. Statistically significant differences compared to November 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 December 2024 (n=1,193), November (n=1,139), October (n=1,173) September (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)
3.6. Christmas food safety
In November 2024, just under half (45%) of respondents said they would leave food out after it is served and eat it a few hours later, while around a quarter (27%) would store food that should be refrigerated in another cool place such as a garage, porch or cool box.
Figure 25.Proportion who reported being likely or unlikely to do the following over the festive period or another special occasion
Note: Qxmas_2. Now thinking about if you were cooking or preparing food at home for others, for example over the festive period or another special occasion, how likely or unlikely would you be to… Base: All in November 2024 (n=2,022)
Acknowledgements
FS code FS900280
