Inflation Changes British Consumer Behaviour


The inflation rate in Great Britain is still soaring high despite all the government’s efforts to combat the situation. As the prices of essential items, including energy and food needed for survival, continue to increase, most British people are already developing inflationary psychology to prepare themselves for the worst. 

With this psychology setting in, many British are starting to expect commodity prices to be even higher moving forward, which has changed their approach. Bruce Clark, an associate professor of marketing at D’Amore-McKim School of Business, also noted that several information sources about inflation have added to creating higher inflationary expectations, ultimately influencing spending behaviour. 

British Consumer Behavior In Recent Times

As expected, the consumer demand for many goods has significantly reduced. To survive the inflationary rates, many low-income consumers have reduced the rate at which they used to eat out and are focusing on more at-home feeding. Hence, their purchasing patterns have received quite a drastic switch. 

As winter fast approaches and commodities’ costs continue to rise, British people have begun to flock to promo sites like Higher-income consumers who have been able to cope well with inflation still have some consistencies in their purchasing patterns but now go for options that give them more value for their money. 

According to a recent Institute of Grocery Distribution survey, many shoppers have planned to cut down their grocery budgets as food prices seem to be staying the same. A study by Promar International for the National Farmer’s Union (NFU) also revealed that farmers are discouraged and unmotivated to continue in the sector as production costs rise daily. 

Impact on Recent Consumer Behavioural Patterns on Health

Food and energy costs have recently been very high in the British market. Groceries have become more unaffordable for low-income consumers, and they only purchase items they believe to be essential on their grocery lists. 

The cost of living crisis in the UK is now becoming more painful. A recent survey conducted by Tesco with Diabetes UK exposed that ongoing crises have led about 60% of British shoppers to prioritise other things they need instead of their health. The primary concern of most shoppers now is not if an item is healthy enough for consumption but if it is filling and cheaper than the healthier options. 

The views expressed in this article are those of the authors and do not necessarily reflect the views or policies of The World Financial Review.