A new report from consumer watchdog Which? has revealed the growing severity of the cost-of-living crisis in the UK, with around three million households now forced to skip meals as families struggle to cope with persistent inflation and rising essential costs.
The findings, published on Thursday, paint a stark picture of financial strain across the country, with consumer confidence falling to its lowest level in more than two years. According to Which?’s consumer insight tracker, confidence dropped to -62 in the month to 10 April, marking a decline from -56 in the previous month and returning to levels last seen at the height of the cost-of-living crisis in 2022.
The report highlights how global economic pressures, including the ongoing conflict in the Middle East and subsequent increases in oil and raw material prices, are feeding into higher costs for businesses. Many firms are now preparing to pass these increases on to consumers, adding further pressure on already stretched household budgets.
Public sentiment about the economy remains overwhelmingly negative. The survey found that 71% of adults believe the UK economy will deteriorate over the next 12 months, while only 9% expect improvement. Inflation in everyday essentials continues to weigh heavily on households, with 85% of respondents reporting concern about food prices—an increase from 83% in February.
To manage rising expenses, households are increasingly changing their shopping and consumption habits. Around 43% of people said they are opting for cheaper products, while 37% are switching to supermarket own-brand budget ranges. A further 31% are buying more items only when they are discounted or on sale, reflecting a widespread effort to cut back on discretionary spending and stretch incomes further.
However, the report also points to more severe consequences. One in ten households are now skipping meals entirely, while approximately one in seven are going without certain types of food altogether. These figures underline the extent to which financial pressures are affecting basic living standards for a significant portion of the population.
Rising costs are not limited to food. Fuel prices remain a major concern, with eight in ten respondents worried about how much they are paying to fill their vehicles—an increase from around one in seven earlier in the year. As a result, more than two-thirds of adults have adjusted their driving habits, reducing non-essential journeys such as leisure travel and visits to friends and family.
The financial strain is also showing up in household bill payments. The average rate of missed payments over the past three months has risen to 7.5%, up from 5.7% at the end of 2025, indicating growing difficulties in keeping up with essential financial obligations.
Rocio Concha, director of policy and advocacy at Which?, warned that the data shows not only financial hardship but also broader impacts on wellbeing and quality of life.
“Our latest research highlights the deepening strain not only on household finances, but also on people’s physical and social wellbeing as cost-of-living pressures bite,” she said. “Without meaningful interventions, the number of people taking drastic measures is likely to increase.”
Which? is urging the government to take urgent action to address rising costs and restore consumer confidence. The organisation has recently launched a cost-of-living manifesto in parliament, calling for targeted policy measures aimed at improving affordability and ensuring better access to essential goods and services.
Concha stressed the need for immediate intervention, warning that without decisive steps, more households risk falling into serious financial difficulty. “We need to see urgent action, as set out in our cost-of-living manifesto, to address these costs and help restore confidence before even more households are pushed into serious financial difficulty,” she said.
As inflationary pressures persist and global instability continues to affect supply chains and energy markets, the report suggests that many UK households may face prolonged financial strain in the months ahead, with no clear sign of immediate relief.