Consumer Insights Tracker Report July 2023 - March 2024: Executive Summary

The Consumer Insights Tracker is the FSA’s online monthly tracking survey. It monitors the
behaviour and attitudes of consumers aged 16+ in England, Wales, and Northern Ireland in
relation to a range of food-related topics.
This report presents findings from July 2023 – March 2024. Key findings show that:
Consumer concerns about food
When prompted with a number of different issues related to food in the UK, the issue the
highest number of consumers were concerned about was food prices (87% in March 2024),
followed by ultra-processed, or the over-processing, of food (77%) and food poverty and
inequality (75%). Concerns about food-related issues have stayed relatively stable since
July 2023 when tracking began.
Household food affordability
The proportion saying that they were worried (footnote 1) about their household’s ability to
afford food in the next month has declined gradually across the tracking period, falling from
a peak of 28% in July 2023 to a low of 22% in February and March 2024.
Worries about food affordability were highest among those limited by a disability or longterm health condition, those aged under 55, those in the most deprived IMD deciles, those
from ethnic minority backgrounds and those living in Northern Ireland.
Large proportions said that they had taken action when shopping, cooking and eating in
order to save money. In March 2024, the most common ways of saving money when
shopping were choosing cheaper alternatives to branded products (47%), buying
discounted food close to its use-by date (37%) and shopping around in multiple
supermarkets/ shops (34%).
Overall, in March 2024 one in four (25%) of those in England, Wales and Northern Ireland
said they had done at least one ‘risky’ food behaviour in the last month to save money,
such as reducing the length of time food is cooked for or turning off a fridge/freezer that
contains food.
Those who were worried about food affordability (58%) were significantly more likely to
report practicing these kinds of risky behaviours. Incidence of risky food behaviours was
also higher among those from an ethnic minority background (39%), those limited by a
health condition or disability (35%), those in the most deprived IMD deciles (33%) and
those aged under 35 (30%).
The proportion who reported that they or someone in their household had received a free
parcel of food from a food bank or emergency food provider has remained stable across
the 9-month tracking period, with the reported figure ranging from 2-4%.
Food availability
One in five (20%) said that they were worried about there not being enough food available
for them (or their household) to buy in the next month. Worry about food availability has
remained broadly comparable over time.
Confidence in the food supply chain
Overall confidence in the food supply chain has increased gradually from 55% in July 2023
to 60% in March 2024. Those with lower levels of confidence in the food supply chain
report higher levels of concern about all food-related issues asked about in the survey.
Trust and confidence in the FSA
Among those with some knowledge of the FSA and what it does, the proportion that trust
the FSA to do its job has fluctuated slightly across the tracking period, increasing from 55%
in December 2023 to now stand at 61% as of March 2024. The proportion with confidence
in the FSA’s ability to carry out its functions was slightly higher than this. For example, two
in three (66%) were confident that the FSA is committed to communicating openly with the
public about food-related risks in March 2024.
Those with confidence in the FSA and those who trust the FSA were generally less likely to
be concerned about all food-related issues asked about. For example, 36% of those who
trusted the FSA were concerned about the safety of food produced in the UK vs 69% of
those that distrusted the FSA.