New and unique measure demonstrates shoppers' trust in food and fmcg industry

Date : 14 April 2020

Shopper trust in the food and consumer goods industry is the highest it’s been in a year, while financial confidence has taken a dive, according to a new and unique monthly shopper sentiment measure from IGD.

The IGD Shopper Confidence Index blends four key measures that relate directly to the food and consumer goods sector to calculate an overall indication of shopper confidence:

  • Household finances: expect to be better or worse off
  • Food prices: expect to get less or more expensive
  • Focus on quality vs. saving money: future and current focus
  • Trust in industry: across a range of measures

These measures are combined, and the Index score is calculated. The index can vary from -100 to +100, where -100 is a very negative outlook and +100 a very positive outlook. It produces a monthly indication of GB shoppers food and grocery confidence, with trended data going back to 2013.

March 2020 results

The IGD Shopper Confidence Index has declined by four points in March’20. This is the lowest it has been since Sep’19 when it was at a low of -10.

Trust in the industry is the only measure to buck the trend and has seen an increase of two points this month, the highest it has been in the past 12 months.

IGD ShopperVista March 2020 1

Insight highlights

  • While shoppers are most concerned with their household financial position going forward, as well as worries around future rises in food prices, they recognise and appreciate the efforts of the food and grocery industry during this period.
  • Overall, shopper confidence has declined significantly across the country, both North and South, with the lowest levels among middle-aged (45-64s) families.
  • Recently 58% of shoppers claim to have stockpiled food and groceries. This has remained stable over the last week.
  • Implications for the future around savvy shopper behaviors are re-emerging. This could lead to more focus on cooking from scratch, reducing food waste and a focus on essential categories.

Simon Wainwright, Director of Global Retail Insight at IGD, said:

“We are all living with daily proof of how external events can have significant impacts on all parts of our lives, not least how we shop for and think about food and groceries. At IGD we remain in close contact with the food and consumer goods sector to ensure we are supporting in the best way possible.

“The IGD Shopper Confidence Index aims to help industry stay close to shopper sentiment by acting as a diagnostic tool on a month-to-month basis, as well as a foundation to make future predictions.

“Understanding these dynamics can help underpin new product launches as well as shopper communication strategies. This pace of change is going to make it harder to create any long, or even, medium term category plans. Keeping on the pulse of how shoppers are feeling has never been so vital.”

The full IGD Shopper Confidence Index is available to subscribers on IGD ShopperVista.


For media enquiries please contact Alexandra Crisp at [email protected] or +447590183295

Notes to editors

  1. Source: IGD ShopperVista; base: 1000+ British shopers, March 2020
  2. The IGD Shopper Confidence Index will be updated each month with our latest data, with weekly snapshots available. Historical trend data is available back to 2013.
  3. For more information about the Index and its measures, please visit IGD ShopperVista
  4. IGD is a research and training charity which sits at the heart of the food and grocery industry. IGD has a trading subsidiary that provides commercial services; the net profits from these services are invested into its four charitable pillars – People, Health & Wellness, Sustainability and Economic Analysis
  5. All content is owned by IGD. If you use or refer to any content in this press release, please credit IGD