Consumers are adopting the ‘inflation diet’
Beyond switching to cheaper brands, cheaper shops and cheaper food, Britons are reassessing what food and drink is fit for consumption. Our data finds that inflation has driven 18.1% of people to start eating foods after their expiration date (alongside 48.9% of consumers who already did this).
A further 19.7% have recently started eating opened foods beyond the advised time. Meanwhile, 16.8% of people say they will now remove ‘bad bits’ from food so it can still be eaten, and 27.9% have started buying reduced price food that’s close to expiring.
It’s evident that fundamental food behaviours are shifting. For brands and retailers alike, maintaining customer loyalty in this environment will be tricky. To get the vital insight you need, speak to Attest today.