What is the state of brand loyalty during the cost of living crisis? How are people building resale into their purchasing habits? Who are the shoppers seeking cost-effective eco-buys? How are brands creating innovative IRL retail experiences to elevate purchasing journeys?

As grocery prices continue to rise in the UK, shoppers are turning to misshapen fruits and vegetables, as well as off-brand alternatives, in order to save money. Price-conscious shoppers are willing to get creative in order to save on staples, looking for brands to highlight potential savings.

Faced with the highest inflation rates in the G7, British grocery shoppers are increasingly looking to save money by choosing discounter supermarkets and own- or private-label products over the more expensive, heritage brands. What does this mean for future brand loyalty?

After the launch of its Swift convenience stores in 2021, Iceland is expanding the chain with four locations in London. With the pandemic and cost of living crisis impacting people’s shopping behaviours, supermarkets are switching up their formats to meet demands for convenience and affordability.