Shopper confidence remains stable in December

Date : 10 January 2022

December was a month of two halves for shopper confidence, as the excitement of Christmas festivities was coupled with the uncertainty over Omicron, according to the December 2021 Shopper Confidence Index from IGD ShopperVista – a provider of category, insight and commercial professionals with trusted shopper insights.

The latest data reveals that, despite a slight return to normality compared with Christmas in 2020, shopper confidence remained flat at -9 in Dec’21 – unchanged from Nov’21 and 3 points lower than Dec’20’s score of -6.

December 2021 results

Despite this stability there was a clear split across the month, with shopper confidence increasing from a low of -13 in the first week to a high of -7 in the last week, as it became clear – in England at least – that no new COVID-19 restrictions would be activated before New Year.

Although restrictions were put into place in Scotland and Wales, shopper confidence increased in Scotland from -15 to -10.

Click chart to enlarge

IGD ShopperVista; Dec'21

Index highlights

  • Financial confidence remained stable from November, with 31% expecting to be worse off in the year ahead and 20% expecting to be better off
  • Overall shopper confidence decreased most amongst 35-54-year-olds in December
  • Shoppers remain concerned about increasing food prices, with 86% (vs. 85% Nov’21) expecting prices to become more expensive over the next 12 months. This is the highest level since January 2016.

Rhian Thomas, Head of Insight at IGD ShopperVista, said: “It’s encouraging to see that overall confidence remained unchanged from November. Despite increased restrictions causing a dip in the first week it’s clear that time spent with friends and family over Christmas helped to bolster confidence significantly by the end of the month.

“Assuming no further restrictions are introduced then shopper confidence may be sustained in early 2022. However, this is likely to remain fragile in the first quarter as shoppers contend with a double whammy of the energy price cap review and the National Insurance increase in April. This will hit the lowest affluence groups hardest, as a higher proportion of their income goes on food, drink and energy, meaning that their recovery is slower than higher affluence groups.”


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

Notes to editors

  1. Source: IGD ShopperVista; base: 1000+ British shoppers, December 2021
  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
  3. 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.
  4. The IGD Shopper Confidence Index will be updated each month with our latest data. Historical trend data is available back to 2013
  5. For more information about the Index and its measures, please visit IGD ShopperVista
  6. IGD is an organisation of two interconnected communities. The profits from Commercial Insight are reinvested into Social Impact, which together work to drive change that makes a tangible difference for society, business and the individual.

    Commercial Insight is delivered through six core areas:

    a. Retail Analysis – providing trusted data and insight, straight from the heart of retail;
    b. ShopperVista – providing insight that creates the foundation for progressive shopper and category thinking;
    c. Events – providing compelling experiences that connect people and ideas together;
    d. MarketTrack – the most trusted, rigorous market read in the retail sector;
    e. Supply Chain Analysis – providing answers and unlocking potential;
    f. Solutions – personalised solutions that address the critical customer and commercial challenges.

    Social Impact from IGD is delivered in four key areas:

    a. People
    b. Health
    c. Sustainability
    d. Economics
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