UK shoppers are spending £120 more a month on food than they were a year ago, with many sacrificing fruit and vegetables to save money. New research reveals that 34% are cutting back on fresh produce, while 82% fail to eat their recommended five a day.
Supermarket swaps
The cost of living study, conducted by Choose British Peas, also found shoppers making other swaps. Some 40% are ditching branded products for supermarket own-label alternatives, and 31% choose frozen produce instead of fresh.
Although nearly a quarter of Brits say they use frozen foods more often because of inflation, 83% do not understand their nutritional benefits. Peter Judge, spokesperson for Choose British Peas, said: “While many people believe frozen fruit and vegetables are less nutritious than fresh, actually, the opposite is often true. Frozen vegetables such as peas are picked and frozen within just 2.5 hours of harvest, locking in nutrients and freshness. In comparison, fresh produce begins to deteriorate from the moment it is harvested – with nutrient loss continuing during transportation and while it sits on supermarket shelves.”
He added that frozen produce can help reduce food waste at home, allowing shoppers to use only what they need. “With food inflation continuing to put pressure on household budgets, we're encouraging shoppers to 'give peas a chance', as an affordable way to reach their five-a-day without stretching their finances,” he said.
