Consumer watchdog Which? has today released a list of 50 places in the UK where it says people are struggling to access affordable food, with it calling on the leading supermarkets to sign up to a 10-point plan to support the nation through the cost of living crisis.
In a new study undertaken with researchers from the Consumer Research Data Centre at the University of Leeds, Which? identified the places around the UK where households are most likely to be in need of extra support to put food on the table. It noted that factors such as low income, poor access to affordable food, having no large supermarkets nearby, a lack of online shopping deliveries or circumstances such as no car access, make it difficult to shop around and hard for people to find healthy and affordable food.
All these elements have been combined to create a ‘Priority Places for Food Index’ with local areas ranked by the likelihood of people needing support to access affordable and healthy food.
The Index finds that, in England, the North East is the worst impacted, with almost half (45%) of local areas in dire need of extra support. This is due to a tendency to have relatively poor access to online shopping deliveries, a poorer than average proximity to supermarkets and higher need for family food support such as food banks, eligibility of free school meals and take up of healthy start vouchers.
Across the other regions, Yorkshire and the Humber, the West Midlands and the North West all have about a third of local areas in the region especially in need of extra help, according to Which?’s findings.
Constituencies in Birmingham and Liverpool feature heavily at the top of the Index with Birmingham Hodge Hill considered the worst, as 100% of its local areas are in need of extra support. Which? found the area has poor online delivery access, high levels of fuel poverty and people in the area having a low income or no car access.
Knowsley in Merseyside is the second highest ranking constituency for needing support according to the analysis, with low income, fuel poverty and an exceptionally high need for family food support in 96% of its local areas. It also has relatively low levels of nearby supermarkets with half the number of large or very large supermarkets compared to the national average, indicating affordable food may be harder to find locally.
In areas where retail provision is closer to the national average such as Bradford West, socio-economic barriers and fuel poverty are relatively high, but supermarkets could make a big difference by providing really targeted support such as a healthy budget
Which?’s analysis of the Index shows that overall, seven in 10 UK Parliamentary constituencies have at least one area in need of urgent help accessing affordable food – but there are 16 constituencies across England and Wales for which at least three-quarters of the constituency are at risk.
In Wales, Which? found the highest concentration of areas at high risk during the food crisis in the Valleys where proximity to a large supermarket or access to online deliveries may be very poor. Wales has a higher proportion of rural places where accessing affordable food is an issue than England and Scotland.
In Scotland, the Index found the places in highest need of support are in the Central Belt, but there is also a notable concentration in and around Dundee where there is relatively poor access to online food deliveries, and people are more likely to be suffering from fuel poverty and on a low income.
Northern Ireland has the most even geographical spread of areas in need of support accessing affordable food. However, there is a noticeably greater concentration in parts of south west Belfast and in and around Derry/Londonderry.
Which? stated that supermarkets need to do more to support all consumers through the crisis by making sure food prices are easy to understand to make budgeting much simpler, making sure budget lines that enable healthy choices are available throughout stores and online, and providing targeted promotions to support people in the areas that are struggling the most.
As part of its newly launched Affordable Food For All campaign, Which? has created a 10-point plan to help supermarkets provide support for people to feed themselves through the ongoing crisis (see below).
Previous Which? research shows that most people have had to change their food shopping habits while millions of people are skipping meals, with some turning to food banks to feed themselves and their families. As food prices continue to increase – and inflation shows no sign of slowing down – the consumer watchdog stated that it was crucial that all consumers get the support that they need to manage through this crisis.
The Which? Affordable Food For All campaign calls on supermarkets to step up and help consumers keep food on the table. The 10-point plan is based on three main areas: clear and transparent pricing, access to affordable food ranges across all stores, and more targeted promotions.
“We know that millions of people are skipping meals through the worst cost of living crisis in decades but our new research tells us where around the UK support is most urgently needed,” said Sue Davies, Which? Head of Food Policy.
“The supermarkets have the ability to take action and make a real difference to communities all around the UK. That’s why we’re calling on them to ensure everyone has easy access to budget food ranges that enable healthy choices, can easily compare the price of products to get the best value and that promotions are targeted at supporting people most in need.”
Which?’s Ten point action plan for supermarkets:
Clear, fair and transparent pricing so that it is easy to compare best value
1. Make unit pricing prominent, legible and consistent in-store and online so price comparisons are easy across different brands and sizes of packaging.
2. Provide clear unit pricing for promotional offers in-store and online so that people can work out whether they really are the best deal.
The right products available in the right place so consumers who most need them have access to affordable ranges
3. Provide a basic range of essential budget lines for affordable as well as healthy everyday choices that are available across stores, but particularly in locations where people most need support.
4. Consider adapting minimum spend requirements and other ways that online deliveries can be more cost-effective to increase options for households in areas with poor supermarket access.
Marketing budgets and promotions tailored to support those who are most in need
5. Tailor marketing budgets and promotions, including through loyalty cards, vouchers and other offers, to support people where they are most likely to be struggling.
6. Promote the uptake of the healthy start and best start foods scheme, with a particular focus on the priority local areas where there is a low level of uptake.
7. Provide additional support or ‘top ups’ where people are able to be identified as in particular need – for example linking them to the healthy start or best start foods schemes and other targeted promotions.
8. Offer straightforward price reductions rather than multi-buy offers that require a bigger initial spend, may lead to more food waste and can make it more difficult to eat healthily
9. Make available more promotions for healthy and sustainable foods, including fruit and vegetables, building on evidence of where promotions drive effective outcomes (e.g. 60p fruit and vegetables).
Make eating on a budget appealing and easier
10. Underpin these actions by promotions, recipes and advice that make lower priced, healthy and sustainable foods tasty and appealing to the breadth of communities that are served.
Which? stated that supermarkets should openly and regularly report on progress and impact against the action plan, including availability of budget ranges in store and online and impact of targeted promotions on uptake and sales.
