Consumer Insights Tracker - October to December 2025 Report

1. Key findings

Key findings for October to December 2025:

  • Food affordability: Close to one in four (24%) respondents were worried about being able to afford food in December 2025. This is in line with all months from August 2025 (22%-25%).

  • Money saving behaviours: In December 2025, when asked to select from a list of money-saving behaviours, eating leftovers kept over two days (63%) and eating food past its use-by date (62%) remained the most commonly reported.

  • Food concerns: In December 2025, food prices (92%) remained the top concern, followed by ultra-processed food (79%).

  • Food Standards Agency (FSA): Among respondents with some knowledge of the FSA, the proportion who said they trust the FSA to do its job remained stable between October and December 2025 (61% - 63%). This is in line with the previous quarter (62% - 63%).

  • Cannabidiol (CBD): In December 2025, one in 10 (10%) respondents reported consuming CBD in the last 6 months, consistent with June 2025 (11%) – when these questions were last asked. Among these, the proportion that said they typically consume 11-30mg in a day decreased between June and December 2025 (from 22% to 12%), while the proportion that said they typically consume 31-70mg in a day increased (from 2% to 9%). Just over 2 in 5 (44%) said they didn’t know how much they typically consume.

  • Cell-cultivated products: In October 2025, respondents remained more familiar with the term ‘lab-grown meat’ (76%) compared to ‘cell cultivated meat’ (52%) and ‘cell cultivated products’ (50%). Awareness of the term ‘lab-grown meat’ dropped slightly from 79% in April 2025 (when these questions were last asked) to 76% in October 2025.

2. Background and methodological information

2.1. Survey topics

This report presents findings for topics we track regularly including consumer concerns in relation to food, food affordability, and trust in the FSA as a regulator.

The core questions in this survey underwent review before the launch of the April 2025 survey. Some new questions and/or statements were introduced, resulting in a new timeseries for some questions/ statements. Please see the notes on each slide for further information.

Between October and December 2025, questions were also asked about consumer views on cell-cultivated products (October), antimicrobial resistance (November), raw milk (November), Christmas (November), cannabidiol (December) and school meals (November and December).

Findings on cell-cultivated products and cannabidiol (CBD) can be found in this report. Data for all topical questions can be found in the accompanying data tables.

2.2. Method

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

  • This report presents findings from October – December 2025. Where appropriate, comparisons are made to previous waves since July 2023.

  • Across England, Wales and Northern Ireland 2,136 people took part in the survey in October (3rd – 6th), 2,212 in November (7th – 10th) and 2,171 in December 2025 (5th – 8th).

  • Quotas were set by age, gender, social grade, 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.

2.3. Notes for interpretation

  • Reporting convention (↑ / ↓ on graphs): The Consumer Insights Tracker uses t-tests to assess differences over time and between groups, and highlights those where the p value is <0.05. Due to the quota sampling methodology used this is not an exact test of whether differences are statistically significant and indicative of real changes in wider population. However, they may highlight where there could be shifts in behaviour or attitudes and further research would be required to assess if these changes are real.

  • Online panel survey: As respondents are selected from an online panel, people without internet access are not represented.

  • Percentages: Figures may not add up to 100% on graphs due to figures being rounded to the nearest whole number, or because in some questions, respondents were able to select multiple answers. In some cases, rounding may make changes appear smaller or larger than they are in the underlying data. Statistical tests have been conducted using the unrounded figures.

3. Results

3.1. Food affordability

Figure 1 shows the proportion who reported worrying about their household not being able to afford food remained stable in December 2025 (24%), comparable to levels from August 2025 (22%-25%).

The chart shows the proportion who were worried about not being able to afford food in the next month. In October 2025 this was 22%, in November 25%, in December 24%).
Figure 1.Proportion who reported worrying about their household not being able to afford food in the next month

Note: Q3m. To what extent, if at all, are you worried you/your household will not be able to afford food in the next month? Chart shows the proportion who were ‘very worried’ or ‘somewhat worried’. New data points are shown in a different colour. Base: All in December 2025 (n=2,171), November (n=2,212), October (n=2,136), September (n=2,050), August (n=2,201), July (n=2,283), June (n=2,143), May (n=2,153), April (n=2,120), March (n=2,051), February (n=2,097), January 2025 (n=2,080), December (n=2,036), November (n=2,022), October (n=2,009), 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 2024 (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)

In December 2025, when asked to select from a list of money-saving behaviours, eating leftovers kept over two days (63%) and eating food past its use-by date (62%) remained the most commonly reported, as shown in Figure 2.

The proportion of respondents reporting several other behaviours decreased between November and December 2025. For example, eating food cold rather than reheating it fell from 28% to 24%, the lowest level since tracking began in May 2025.

The chart shows the proportion who reported money saving behaviours in December 2025. 63% reported they have eaten leftovers that have been kept in the fridge for more than 2 days and 62% reported they have eaten food past its use by date.
Figure 2.Proportion who reported money saving behaviours in the last month

Note: Q6_NEW1. The next question is about behaviours you have done to save money, for example to reduce your food shopping costs or energy bills. In the last month, which, if any, of the following have you or someone in your household done to save money? Figures shown in chart are the proportion who said ‘Yes, I or someone in my household have done this every week’, ‘Yes, I or someone in my household have done this some weeks but not every week’ or ‘Yes, I or someone in my household have done this just one week in the last month’. This question was introduced in May 2025. Differences compared to August 2025 shown with arrows, see notes for interpretation for more information. Base: All in December 2025 (n=2,171), November (n=2,212), October (n=2,136).

3.2. Food concerns

In December 2025, food prices (92%) remained the top concern among respondents, followed by ultra-processed food (79%), as shown in Figure 3.

The proportion highly concerned about food prices in November and December 2025 (both 60%) is the highest since tracking began in July 2023.

The chart shows concern about food-related topics. In December 2025, 60% were highly concerned and 33% were somewhat concerned about food prices.
Figure 3.Proportion who reported concern about food by topic

Note: 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? Some statements were introduced in April 2025, for others wording was slightly updated. 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’. Base: All in December 2025 (n=2,171), November (n=2,212), October (n=2,136)

3.3. The Food Standards Agency

Among respondents with some knowledge of the FSA, trust in the FSA to do its job remained stable between October and December 2025 (61%-63%), as shown in Figure 4. This is consistent with July to September 2025 (62%-63%).

This chart shows the proportion of respondents who trust the FSA to do its job. In October 2025 this was 62%, in November 63% and in December 61%.
Figure 4.Proportion who trust the FSA to do its job (among those with knowledge of the FSA)

Note: 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. Figures shown in chart are the proportion who said ‘I trust it’ or ‘I trust it a lot’. Base: Those who know a little / a lot about the FSA in December 2025 (n=1,330), November (n=1,328), October (n=1,325), September (n=1,274) August (n=1,388), July (n=1,407), June (n=1,346), May (n=1,324), April (n=1,343), March (n=1,138), February (n=1,190), January (n=1,231), December 2024 (n=1,193), November (n=1,139), October (n=1,174) 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).

3.4. Food safety topics

From October to December 2025, the food safety topics respondents most commonly reported seeing, hearing, or reading about remained food product recalls (30%–32%), food hygiene ratings of businesses (29%), and food allergies or intolerances (21%–24%), as shown in Figure 5.

This chart shows the proportion who were aware of food safety topics in December 2025. The topic respondents were most commonly aware of is recall of food products (31%).
Figure 5.Proportion who were aware of food safety topics

Note: NEWC1. In the past month, which, if any, of the following food safety topics have you seen, read or heard any information about? This could have been in the news, on social media, via word. This question was introduced in April 2025. Not displaying none of these. Base: All in December 2025 (n=2,171), November (n=2,212), October (n=2,136).

Across the quarter, respondents most commonly said they had seen, read or heard something about any of these topics in the news (47%) on social media (37%) and via word of mouth (25%)[1].

3.5. Cannabidiol (CBD)

In December 2025, 1 in 10 (10%) respondents reported consuming CBD in the last 6 months, consistent with June 2025 (11%) – when these questions were last asked (Figure 6).

This chart shows the proportion who have consumed CBD in the last month. In December 2025 this was 10%.
Figure 6.Proportion who have reported consuming CBD in the last 6 months

Note: QCBD1. Have you used or consumed products containing CBD in the last 6 months? Base: All in December 2025 (n=2,171), June 2025 (n=2,143) and December 2024 (n=2,036). Not displaying prefer not to say. Differences compared to June 2025 shown with arrows, see notes for interpretation for more information.

Among respondents that reported consuming CBD in the last 6 months, there was a decrease in the proportion who said they typically consumed 11-30mg in a day from June to December 2025 (22% to 12%), as shown in Figure 7. In the same period there was an increase in the proportion who said they typically consume 31-70mg in a day (2% to 9%).

This chart shows the amount of CBD consumed in a typical day. In December 2025 the most common amount consumed was 1-10mg (32%).
Figure 7.Amount of CBD consumed in a typical day

QCBD4. When you consume CBD, how much would you typically consume in a day? If this varies, please select the average amount. Base: All who have consumed CBD in December 2025 (n=210), June 2025 (n=220) and December 2024 (n=237) Differences compared to June 2025 shown with arrows, see notes for interpretation for more information.

As shown in Figure 8, the most common ways of deciding on a suitable dose (among those that reported consuming CBD in the last 6 months) remained following the instructions on the packaging or label (48%), and by monitoring the effect is has on them (27%). Around 1 in 5 respondents (21%) said this isn’t something they think about.

The chart shows responses for how a suitable dose of CBD is decided among those who have consumed CBD in the last 6 months. Most commonly it was reported that this is by following the instructions on the packaging or label (48%).
Figure 8.Deciding on a suitable dose of CBD

Note: QCBD3. When using or consuming products containing CBD, typically how do you decide what a suitable dose or serving is? Please select all that apply. Base: All who have consumed CBD in December 2025 (n=210), June 2025 (n=220) and December 2024 (n=237).

Figure 9 shows in December 2025 respondents that said they had consumed CBD in the last 6 months were most likely to report they had consumed drinks (61%) and oils (56%) containing CBD. They were least likely to report they had consumed food containing CBD (34%).

This chart shows frequency of CBD consumption by product, among those that reported consuming CBD in the last 6 months. Drinks (61%) and oils (56%) are the products that respondents were most likely to have consumed in the last 6 months.
Figure 9.Frequency of CBD consumption by product

Note: QCBD2. How often, if at all, have you used or consumed the following products containing CBD in the last 6 months? Please select one answer only for each statement. Base: All who have consumed CBD in December 2025 (n=210).

3.6. Cell-cultivated products

In October 2025, respondents remained more familiar with the term ‘lab-grown meat’ (76%) compared to ‘cell-cultivated meat’ (52%) and ‘cell-cultivated products’ (50%), as shown in Figure 10. Awareness of the term ‘lab-grown meat’ dropped slightly from 79% in April 2025 to 76% in October 2025.

The chart shows levels of awareness for cultivated product terms from October 2024 to October 2025. In October 2025 respondents were most likely to be aware of lab-grown meat (76%), however this decreased from April 2025 (79%).
Figure 10.Awareness of terms

Note: QCCP1. Before taking part in this survey had you heard of the following terms. Figures shown in chart are the proportion ‘Yes, and I knew what it was’ and ‘Yes, but I didn’t know what it was’. Base: All in October 2025 (n=2,136), April 2025 (n=2,120) and October 2024 (n=2,009). Differences compared to April 2025 shown with arrows, see notes for interpretation for more information.

Figure 11 shows in October 2025, respondents were more likely to think cell-cultivated meat shouldn’t be on sale in the UK in the future (44%) than to think it should be on sale (34%), consistent with April 2025.

Figure 12 shows the proportion of respondents willing to include cell-cultivated meat in their diet if it was authorised for sale (29% in October 2025). Figure 13 shows the proportion of respondents who agreed (33%) or disagreed (29%) with the statement ‘I am confident that regulation will prevent unsafe cell-cultivated meat being sold in the UK’.

This chart shows the proportion who think that cell-cultivated meat should be on sale in the UK in the future. In October 2025 this was 34%.
Figure 11.Should cell-cultivated meat be on sale in the UK in the future

Note: QCCP2. Do you think that cell-cultivated meat should or should not be on sale in the UK in the future? Figures shown in chart are the proportion who said ‘Yes, it should probably be on sale’ and ‘Yes, it should definitely be on sale’ / ‘No, it should probably not be on sale’ and No, it should definitely not be on sale’. Base: All in October 2025 (n=2,136), April 2025 (n=2,120) and October 2024 (n=2,009).

This chart shows the proportion who are willing to include cell-cultivated meat in their diet. In October 2025 this was 29%.
Figure 12.Willingness to include cell-cultivated meat in diet

Note: QCCP3. If it was authorised for sale in the UK, how willing or unwilling would you be to include cell-cultivated meat in your diet? Figures shown in chart are the proportion ‘Very willing’ and ‘Somewhat willing’ / ‘Very unwilling’ and ‘Somewhat unwilling’. Base: All in October 2025 (n=2,136), April 2025 (n=2,120) and October 2024 (n=2,009).

This chart shows the proportion who are confident that regulation will prevent unsafe cell-cultivated meat being sold in the UK. In October 2025 this was 33%.
Figure 13.‘I am confident that regulation will prevent unsafe cell-cultivated meat being sold in the UK’

Note: QCCP6. To what extent do you agree or disagree with the following statement: I am confident that regulation will prevent unsafe cell-cultivated meat being sold in the UK. Figures shown in chart are the proportion ‘Strongly agree’ and ‘Agree’/ ‘Strongly disagree’ and ‘Disagree’. Base: All in October 2025 (n=2,136), April 2025 (n=2,120) and October 2024 (n=2,009).

Figure 14 shows animal welfare (45%) and sustainability (36%) remained the most common perceived benefits of cell-cultivated meat in October 2025, while Figure 15 shows common concerns remained safety (53%) and a perception of cell-cultivated meat being ‘unnatural’ (49%).

The chart shows the perceived benefits of cell-cultivated meat among respondents. In October 2025 the most common perceived benefit was animal welfare (45%).
Figure 14.Perceived benefits of cell-cultivated meat

Note: QCCP4. What benefits, if any, do you think cell-cultivated meat could offer compared to traditional meat products? Select all that apply. Base: All in October 2025 (n=2,136), April 2025 (n=2,120) and October 2024 (n=2,009). Differences compared to April 2025 shown with arrows, see notes for interpretation for more information.

The chart shows concerns around cell-cultivated meat. In October 2025, the most common concern was around cell-cultivated meat being safe to eat (53%).
Figure 15.Concerns around cell-cultivated meat

Note: QCCP5. What concerns, if any, do you have about cell-cultivated meat? Select all that apply. Base: All in October 2025 (n=2,136), April 2025 (n=2,120) and October 2024 (n=2,009). Differences compared to April 2025 shown with arrows, see notes for interpretation for more information.

Further information

For more information:

Acknowledgements

FS code FS900280

  1. NEWC2. In the past month, where have you seen, read or heard something about these food safety topics? This question was introduced in April 2025. Base: All those who have seen, read or heard of any information about the food safety topics in October-December 2025 (n=3,739)