A new report from Which? reveals that three million UK households are skipping meals as consumers take drastic measures to cope with rising costs. The consumer insight tracker for the month to 10 April shows consumer confidence has fallen to -62, the lowest level since the peak of the cost of living crisis in 2022, down from -56 the previous month.
Rising Costs and Consumer Confidence
The conflict in the Middle East and subsequent surge in oil and raw material prices have led businesses to prepare for price increases, putting further pressure on household finances. According to the survey, 71% of adults believe the UK economy will deteriorate in the next 12 months, while only 9% expect improvement. Worry about food prices has risen to 85%, up from 83% in February.
Changes in Shopping and Eating Habits
To manage rising costs, families are altering their shopping and eating habits. The report found that 43% are buying cheaper products, 37% are purchasing more supermarket-branded budget items, and 31% are buying extra items when on sale. Additionally, one in ten households are skipping meals, and one in seven are going without certain foods.
Fuel Prices and Driving Habits
Concerns about fuel prices have also escalated, with 80% of those surveyed worried, up from one in seven in February. As a result, more than two-thirds of UK adults are adjusting their driving habits, leading to fewer leisure trips and visits to family and friends.
Missed Bill Payments on the Rise
The Which? survey also found an increasing number of missed bill payments. The average rate of missed payments over the past three months has risen to 7.5%, up from 5.7% at the end of 2025.
Rocio Concha, Which? director of policy and advocacy, said: “Our latest research highlights the deepening strain not only on household finances, but also on people’s physical and social wellbeing as cost-of-living pressures bite. Without meaningful interventions, the number of people taking drastic measures is likely to increase.”
Calls for Urgent Policy Changes
Which? is calling for urgent policy changes, outlined in a manifesto launched in parliament this week, which aims to address costs and widen access to essential items. Concha added: “We need to see urgent action, as set in our cost of living manifesto, to address these costs and help restore confidence before even more households are pushed into serious financial difficulty.”
