Confidence remains stable as shoppers experience some return to normality

Date : 03 September 2020

Confidence among food and grocery shoppers remained stable in August, with some uplift, according to the latest IGD Shopper Confidence Index. The slight increase has been supported by the summer holidays and the Eat Out to Help Out Government scheme, with shoppers also benefiting from a general return to a sense of normality.

August 2020 results

Shopper confidence remained relatively low at -7 in August, very slightly up on the previous month (-8 in July). Confidence temporarily increased to -5 over the Bank Holiday weekend, up from -9 at the start of the month, before levelling off by the end of August.


IGD ShopperVista August 2020

Index highlights

  • 30% of shoppers expect to be worse off financially in the year ahead, down from 34% last month and 50% in April
  • 79% of shoppers expect food prices to increase in the year ahead, down from 83% last month
  • Confidence has increased this month among 35-44s. There has also been an increase in London for the third month running and in the South for the fourth month running
  • As the UK officially entered recession this month, confidence remains subdued among lower income groups
  • Younger shoppers are less financially confident this month, with 24% of 18-24s expecting to be worse off in the year ahead (vs. 20% in July), and 33% of 25-34s expecting to be worse off (vs. 24% in July).

Simon Wainwright, Director of Global Insight at IGD, said: “The Bank Holiday, Eat Out to Help Out scheme and holidays have helped support shopper confidence over the last month. As we enter a period of events, with Halloween, Bonfire Night and Christmas on the horizon, we would hope for a similar effect over the coming months.

“Overall shopper confidence is likely to remain fragile as unemployment levels rise and shoppers contend with the impact of an economic downturn in 2020. This will likely see an increased focus in savvy shopping behaviours from the shopper groups most affected, which businesses should consider for their 2021 planning.

“With many shoppers changing their behaviours and trying new things, there are some key opportunities for retailers and suppliers to target new at home key occasions, such as celebrations and evening meals.”

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 shoppers, August 2020
  2. 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
  1. 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.
  2. The IGD Shopper Confidence Index will be updated each month with our latest data. 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