A new study has revealed mass consumer frustration with food shopping, with 27 per cent of Britons reducing their shopping for groceries online and in-store.
This is equivalent to 12.4 million people reducing their frequency to the supermarket or online grocers.
Commissioned by retail app Ubamarket, the Reviving Retail 2016 report coincides with industry data indicating that sales at the UK’s Big 4 supermarkets fell in the last 12-week period.
The study, which surveyed 2007 consumers nationwide, also found that 66 per cent of people – equating 33.6 million people – were dissatisfied with the in-store supermarket shopping experience primarily because of long queues and the struggle to find items they wanted.
Meanwhile, 71 per cent of the UK’s online grocery shoppers were unhappy with the quality of service they received, citing reasons such as not being able to select produce and receiving unwanted replacement items.
Finally, the report indicated that 30 per cent of consumers thought grocery shopping was one of the most inconvenient things they have to do each week, while another 28 per cent said it was their least favourite shopping experience.
Ubamarket chief executive Will Broome said the report showed that while consumers were “more demanding than ever”, they also wanted convenience.
“Where the time-consuming nature of shopping in-store has let us down, so has online shopping, as we are unable to select the produce that we’ve become so discerning about,” he said.