Sue Davies, spokesperson for Which?, expressed concern over households struggling to make ends meet in the midst of the cost of living crisis. She emphasized that supermarkets must prioritize the needs of people by providing easy access to affordable food in all areas, especially where communities are most vulnerable. Davies also called for clear pricing strategies that empower consumers to make informed decisions and highlighted the importance of promotions that support those facing financial difficulties.
Neil Kadagathur, representative from money lender Creditspring, pointed out that the declining real value of wages has forced many families to dip into their savings to cover basic living costs. He warned that increased reliance on credit combined with rising borrowing costs could lead to a debt spiral for millions of households.
In response to these concerns, a spokesman from Waitrose emphasized the supermarket’s efforts to maintain competitive prices while upholding animal welfare standards, sourcing fresh produce responsibly, and ensuring fair deals for farmers. Likewise, an Aldi spokesperson reaffirmed the company’s commitment to being the lowest-priced supermarket in Britain, recognizing the importance of value to customers. Asda, known for its reputation of delivering outstanding value, also stressed its dedication to providing customers with affordable options. Lastly, a representative from Lidl, a discount supermarket, emphasized their commitment to offering the best value in the market.
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