Morrisons has seemingly lost favour among UK shoppers, with price increases causing people to flock to more affordable competitors. As brand expectations rise amid the cost of living crisis, a failure to provide financial support during hard times may lead brands to lose loyal customers.

Outlet centres in the UK recorded increased sales over the 2022 festive season as price-conscious shoppers took advantage of additional discounts. Despite the cost of living crisis, people are still willing to spend – but they want wallet-friendly prices to justify their purchase decisions.

Amid high rates of inflation and a cost of living crisis, grocery shoppers are increasingly prioritizing affordability over brand loyalty. However, with a 93% membership renewal rate, Costco is demonstrating how supermarket chains can maintain and attract budget-seeking customers.

The cost of living crisis has left many people feeling the need to be savvier with their purchases. In turn, long-held loyalties are falling by the wayside as shoppers seek the best deals. How can brands balance convenience, personalisation, and value to meet their customers’ changing needs?