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Consumer Insights Tracker February 2024

The Consumer Insights Tracker is an online monthly tracking survey commissioned by the Food Standards Agency (FSA).

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Area of research interest: Consumer Interests (aka Wider Consumer Interests) 
Project status: Completed
Authors: Food Standards Agency
Date published: 12 March 2024
Consumer Insights Tracker February 2024 (414.86 KB)

The Consumer Insights Tracker is an online monthly tracking survey commissioned by the Food Standards Agency (FSA). It monitors the behaviour and attitudes of adult consumers aged 16+ in England, Wales and Northern Ireland in relation to food.

The survey includes topics such as food availability, food affordability, consumer concerns in relation to food, confidence in the food supply chain and in the FSA as a regulator.

The full data set is published on data.food.gov.uk: Consumer Insights Tracker July 2023 - present.

Key findings for February 2024

  • The top three concerns for consumers remain food prices (88%), food poverty and inequality (76%) and ultra processed, or the over-processing of food (75%). These are the same top concerns as last month, and the proportion of consumers reporting concern about these topics has not changed significantly over recent months.  
  • There is an emerging downward trend in the proportion of consumers worried that their household will be able to afford food in the next month. 28% were worried in July 2023, dropping to 25% in December 2023 and 22% in February 2024. This decrease is gradual, but statistically significant since the timeseries began in July. We will continue to monitor this closely over the coming months.  
  • Among those with at least some knowledge of the FSA there has been a small but significant increase in the proportion of consumers that trust the FSA to do its job. This has risen from 56% in January to 63% in February. Small fluctuations in this measure are often observed month to month and more data is needed to confirm whether this increase is sustained.  

Food affordability 

One in five (22%) are worried about their household not being able to afford food in the next month.

This is starting to show a gradual downward trend over time.

Proportion who reported worrying about their household not being able to afford food in the next month (footnote)

Line graph shows proportion worried about their household not being able to afford food for July (28%), August (25%), September (25%), October (25%), November (26%), December (25%), January (23%) and February (22%).

2% report that they, or someone in their household, received a free parcel of food from a food bank or other emergency food provider in the last month.

This is statistically significantly lower than the 4% figure recorded in January 2024, but in line with all other months from August 2023.

Proportion who reported receiving a food parcel from a food bank or emergency food provider (footnote)

Line graph shows proportion who received a food parcel from a food bank or emergency food provider for August (2%), September (3%), October (2%), November (3%), December (3%), January (4%) and February (2%).

 Statistically significant differences compared to January shown with arrows.

72% report at least one of the following statements applies to them or their household.

This is in line with the proportion reporting this in January (72%).

Reported shopping statements (footnote)

The chart shows reported shopping behaviours in February 2024. 47% chose cheaper alternatives and 39% bought reduced or discounted food.

Reported cooking and eating statements 

The chart shows reported cooking and eating behaviours in February 2024. 39% cooked and prepared something from scratch and 16% bulked out meals with cheaper ingredients.

The following households are significantly more likely to report cutting the size of, or skipping, meals because there wasn’t enough money for food: 

  • Participants with a limiting disability/health condition

  • Households with children

  • Households with <£20,000 income

This has been consistent since August 2023. 

Proportion who report cutting the size of meals or skipping meals by demographic group (footnote)
 

The icons show differences in the proportion who report cutting the size of meals or skipping meals by disability status and whether people have children in the household. 17% of those with a limiting health condition or disability report these behaviours, compared to 6% without. 14% of those with children in the household report these behaviours, compared to 7% without.The chart shows the differences in the proportion who cut the size of meals or skip them by gross household income. It is 18% of those with up to £19,999, 11% of those with £20,000 to £34,999, 7% of those with £35,000 to £59,999 and 4% with £60,000+.

 Statistically significant differences against the total shown with arrows.

55% have used cheaper cooking methods instead of an oven to heat or cook food in the last month and 7% have eaten food cold because they couldn’t afford to cook it.

These figures are comparable with January 2024.

Proportion who did any of the following to reduce energy bills or save money in the last month (footnote)

The chart shows the ways people have acted to reduce energy bills and save money in the last month. 55% used cheaper cooking methods.

Food availability

One in five (20%) are worried about there not being enough food available for their household in the next month.

This figure is statistically significantly lower than in July 2023, though comparable to all other months.

Proportion who reported worrying about there not being enough food available for their household in the next month (footnote)

The chart shows the concern over food availability from July 2023 to February 2024. In February, it is 20%.

Food concerns 

88% are concerned about food prices, 76% are concerned about food poverty and food inequality. 

These figures are comparable with January 2024.

Proportion who reported concern about food by topic (footnote)

The chart shows the concern about various food topics, comparing them to January 2024. In February, 88% are concerned about food prices.

Food supply chain

Overall, 60% are confident in the food supply chain

This is comparable to January 2024.

The proportion who report confidence that those involved in the food supply chain ensure there are affordable food options has seen a small, but statistically significant, shift from January to February 2024.

Proportion who reported confidence in the food supply chain (footnote)
 

The chart shows confidence in the food supply chain from July to February. In February, it is 60%.

Proportion who reported confidence that those involved in the food supply chain ensure that… (footnote)
 

The first chart shows confidence that food is safe to eat from July to February. In February, it is 74%. The second chart shows confidence that there is enough food available from July to February. In February, it is 60%. The third chart shows confidence that food is of high quality from July to February. In February, it is 58%. The fourth chart shows confidence that there are affordable food options from July to February. In February, it is 41%.

Statistically significant differences compared to January shown with arrows. 
 

The FSA

63% of those with some knowledge of the FSA trust the FSA to do its job 

This is statistically significantly higher than in January 2024.

78% are confident that the FSA protects the public from food-related risks, which is also statistically significantly higher than in January. 

Proportion that trust the FSA to do its job (footnote)

The chart shows trust in the FSA to do its job in August to February (63%), among those with some knowledge of the FSA.

Proportion who reported confidence that the FSA… (footnote)
 

The first chart shows confidence that the FSA protects the public from food related risks from August to February. February's figure (78%) is statistically significantly higher than January's (74%). The second chart shows confidence that the FSA takes appropriate action about identified food-related risks from August to February (79%). The third chart shows confidence that the FSA is committed to communicating openly with the public about food-related risks. In February it is 67%.

 Statistically significant differences compared to January shown with arrows.

Background and methodological information

Changes in approach

Following a review of the FSA's Consumer Insights Tracker by the FSA’s Advisory Committee for Social Science (ACSS), the project was recommissioned in early 2023. 

In July 2023, the Consumer Insights Tracker was transitioned to a new supplier, YouGov. Changing supplier provided the opportunity to make the following methodological changes: 

  • review the questionnaire content and question wording
  • expand the sample to include adults aged 16+ (previously 16-75) 
  • boost the sample to include a larger number of participants from Northern Ireland
  • utilise a panel survey approach (previously an omnibus approach was used to collect the data)

Due to these methodological differences, data captured by YouGov (from July 2023 onwards) should not be directly compared to data captured by the previous supplier (April 2020 – June 2023). 

Method

  • this research was conducted online using the YouGov panel which gives access to 400,000 active panellists in the UK.
  • this report presents findings from February 2024. Where appropriate, comparisons are made to previous waves since July 2023.
  • 2,066 adults across England, Wales and Northern Ireland took part in the February survey between 2nd-5th February 2024. 
  • quotas were set by age, gender, 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.

Notes for interpretation

  • figures may not add up to 100% on graphs due to rounding, or in some questions, respondents were able to select multiple answers.  
  • significance testing is applied to the data to compare and determine whether a difference is “real”, or if it has occurred by chance (because not everyone in the population has been surveyed). 
  • any differences between demographic groups and month to month which are reported (with arrows) are statistically significant at the 95% confidence level.
  • if you require further information on the statistical significance testing carried out, please contact the social science team. 
  • where analysis is conducted by IMD, respondents are categorised within the country where they live, before a combined measure is created for the full sample.

For more information

 

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