Despite signs that the cost of living crisis is easing, new research from KPMG suggests that half of consumers in the UK have cut non-essential spending in the first quarter of 2024.
KPMG UK’s Consumer Pulse survey tracks the quarterly confidence and spending behaviour of 3,000 consumers across age and income groups and UK regions. Half of respondents stated that their essential cost levels have meant that they have had to cut their non-essential spending in the first quarter of the year. Eating out (72%), clothing (62%), and takeaways (58%) were the three most common non-essential cutbacks reported. Regionally, cutting non-essential spending was highest in London, at nearly two-thirds (58%).
However, four in 10 consumers across the UK reported that their non-essential spending levels so far this year have remained the same as when 2023 ended – but only 3% of consumers said that they had been able to spend more money on non-essentials in the first quarter.
When asked what they would most likely do should prices of goods and services drop, 47% said put the money into savings and 20% would put the money toward essential costs (mortgage/rent, energy, fuel, food). Only 11% said they would increase non-essential spending.
Linda Ellett, UK Head of Consumer, Retail and Leisure for KPMG, commented: “Should macroeconomic conditions lead to an easing of pressure on household budgets, then four times more consumers say they would boost or replenish their savings, rather than spend more on non-essentials. If true, it raises significant questions about whether taming inflation leads to a consumer spending boom, or just a rebuilding of savings balances that some consumers have used to offset, or totally pay for, the higher cost of essentials over recent years.”
Despite more than half of consumers having cut their non-essential spending, the research showed the ways in which people are still managing to treat themselves so far in 2024. Chocolate, desserts or sweets at home were the most common outlet (for a third of people), while a coffee when out and about was second (for a quarter of people). Despite being the third most common non-essential spending cut – having a takeaway at home is still the third most common way people are treating themselves.
As was the case throughout 2023, KPMG UK’s research shows consumers continuing to adapt their buying behaviour to save money. In the first three months of 2024 this includes.
- 38% buying more own brand / value items (rising to 46% in the North East)
- 37% buying more promotional / discount items (rising to 42% in South East England)
- 36% using loyalty schemes more (rising to 42% in the East of England)
- 35% buying fewer items (rising to 40% in Wales)
- 27% shopping at lower cost retailers (rising to 30% in the West Midlands)
- 18% buying more pre-owned goods (highest amongst those aged 18-24, at 31%)
When asked about what brands they were switching on to save money, consumers most commonly said on frozen food (24%), followed by fresh produce (fruit, vegetables, meat, bread, dairy), and clothing. Meanwhile, a quarter of consumers said that grocery was the sector that made them feel most valued as a customer.
Ellett added: “Half of the consumers we surveyed say they have reduced their non-essential spend since 2024 began, with sizeable groups of consumers also taking a variety of steps when shopping to save money – ranging from more own-brand buying, to promo, pre-used, and brand switches.
“A third of people say they have used loyalty schemes more so far this year – which is little surprise, as shoppers search for best prices. It’s also a reflection of the hard work that retailers have put into being competitive on pricing, despite their own cost pressures. The grocery sector’s loyalty focus is reflected in consumers most commonly saying grocery is the area of the economy they feel most valued by. Price and loyalty benefits continue to drive custom and are a clear indication of the importance of retailers continuing to offer promotions where possible.”
