As a result of the rising cost of living, almost 85 percent of consumers in the United Kingdom are reducing their food spending, most typically by seeking out foods on sale, according to data by the consumer organization Which?

According to a new survey, millions of households are skipping meals or failing to put healthy foods on the table, with many cutting back on food expenditures and luxuries “to navigate the difficult months ahead”.

As a result of the rising cost of living, almost 85 percent of consumers in the United Kingdom are reducing their food spending, most typically by seeking out foods on sale, according to data by the consumer organization Which?

Half of the respondents indicated that they are purchasing cheaper products than in the past.

Even among those who reported a comfortable standard of living, 47% indicated they are attempting to save money on food.

Half of the 9% who said they are finding it “extremely difficult” to make ends meet and a quarter of those who are finding the current situation pretty tough reported that their household was skipping meals.

Almost half of all consumers (46%) reported that it is more difficult to eat properly now than it was before the recession, with the proportion climbing to 78% among those who are financially struggling.

According to the survey, 42% of households are splurging less frequently on pricey things, while 36% look around in supermarkets, other retailers, or online.

18% of respondents indicated they purchased more frozen food to save money, while 5% purchased more ready-to-eat or microwave meals.

Inflation returned last month to the 40-year high it reached earlier this summer as food costs skyrocketed.

The Office of National Statistics (ONS) reported that the Consumer Price Index inflation rate reached 10.1% in September, up from 9.9% in August, due to a 14.5% year-over-year increase in food costs.

Sue Davies, head of food policy at Which?, stated, “Supermarkets play a key role in supporting their customers during this extremely difficult period.”

“Supermarkets should assist their consumers in navigating the upcoming difficult months by ensuring that everyone has easy access to nutritious, budget-friendly food options, can quickly compare prices to get the best value and that promotions are geared toward helping those in most need.”