Researchers from Ipsos Mori have found that more than a quarter of Brits are spending less on food than they were 12 months ago, with only 31 per cent claiming the horsemeat scandal has affected their buying habits.

The figures show that price is still heavy on the minds of the UK’s shoppers, as many look to supermarket deals to offset rising living costs in other areas.

Although many consumers seem to be unfazed by the high-profile contamination issues that hit the front pages early last year, the head of Ipsos MarketQuest, Stephen Yap, claims that some supermarkets are still to fully regain the trust of their customers.

Mr Yap was quoted by as saying: “The frozen food industry has been particularly badly hit. Tesco and Iceland are most closely associated with the scandal and their reputations have yet to make a full recovery.”

According to Ipsos Mori’s research, all but five per cent of the UK’s adults still remember the scandal, with some saying they’ve begun reading food labelling more closely and others admitting that they’re now less likely to buy processed meat.

The figures come in the same week that industry analysts at Kantar revealed that sales of red meat in the UK slipped by three per cent over 2013.  According to, fewer consumers are buying frozen burgers and ready meals from their supermarkets.


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