Confidence amongst grocery shoppers has fallen once again, following a small uplift over the last couple of months.
The latest Shopper Confidence Index from IGD shows the figure dropped 3 points to -24 in June, lower than the previous lowest point of -23 in March 2022, reflecting increasing pessimism amongst shoppers this month.
As saving money continues to take priority during the cost of living crisis, the research found that grocery shoppers are placing less importance on other factors such as quality.
Source: IGD ShopperVista; base: 1,000+ shoppers June 2022
“The reality of the cost-of-living crisis appears to have hit home for shoppers this month, and that is reflected across their behaviour and sentiment,” said Rhian Thomas, Head of Shopper Insight at IGD ShopperVista.
“We anticipate shopping behaviour changes will accelerate as shoppers look to save as much money as they can, and being on top of those changes will be critical in the coming months.”
