Food prices are still rising at the fastest rate in 45 years despite inflation dipping and a drop in global food expenses, according to the Office for National Statistics. The high cost of consumable goods has been attributed to various factors, including the war in Ukraine driving up the prices of staples such as grains and vegetable oils while rising transport and packaging costs are making imports more expensive.
Poor weather has also driven up the costs of fruit and vegetables in Europe and North Africa, which along with a ban on pesticides, has also resulted in Europe's smallest sugar beet crop in 20 years. It all sounds very alarming, but more than a year and a half after the current 'cost of living crisis' emerged, Bristol Live spoke to supermarket customers in Bristol about how they're faring and what it's like to shop in a continual state of emergency.
Even on the borders of affluent Clifton, Cotham and Redland, where the average property prices are £593,142, £498,008 and £615,739 respectively, some people said they had changed their habits. Speaking outside Sainsbury's at Clifton Down Station yesterday morning (April 19), Jane Keary said: "I've been more careful, I think about what I've bought.
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"I've checked prices and shopped around much more scrupulously in terms of value. I also won't buy things that are about to run out of date.
"I have noticed the cost of things has gone up markedly. But there are certain things I would not skimp on, like fruit and veg and nuts. I'm also eating out less; sometimes, I take a sandwich with me rather than buy something.
"And coffee is so expensive! I do like a good coffee once a day. But that's a terrible extravagance, and if someone buys me one, I make the offer to pay them back because I know it's quite considerable. It’s sort of a general developing greater awareness, I think."
One of the younger passers-by we spoke to, Alex, was also making difficult decisions regarding caffeine. He said: "It’s definitely a struggle. I stopped having coffee outside [home] pretty much completely because it's just too expensive. For me, it was always a treat, but now it's gone.
"When I go shopping, I definitely buy fewer things—fruit, especially and things that would be healthier. I’m fortunate; I'm reasonably well paid. But still, it's a problem. The main issue is rent and bills are going up, and you can't do anything about that. So the only thing you can control is buying fewer things.
"Mostly, I will just get less of the things I want because I'd rather not buy things that are not as good. I can afford to get pretty much everything I need if I just get a bit less."
Many of those we spoke to had walked there, such as Rod, who explained that he’s always been a conscientious shopper and only ever bought what he needs. As a semi-retired individual, he took on more work hours to make up for any shortfall caused by higher prices rather than change his buying habits.
He said: "I know prices have gone up. And I guess I'll find the impact of it at some stage. When I do, I probably will change the way I shop, but I just carry on as normal and blunder on.
"I go to places that are convenient for me where I can get coeliac food. People talk about some supermarkets being more expensive than others. I think that's a fallacy because I shop at M&S, Waitrose, and Sainsbury's, and I don't find a hell of a lot of difference in the prices from shop to shop."
Higher food costs weren't much of an issue for N Jackson either, who said: "It hasn’t affected what I buy, but I live abroad for half of the year. And I think we've always been very, very wise shoppers.
"I've shopped in Aldi for years as well as Waitrose, etc. We also have an allotment. So I wouldn’t say it has really made any difference because I was probably a good example over my life of not being wasteful and being very energy-conserving with the planet.
"Prices have definitely gone up, it's not made a big difference to me, but I feel dreadful for people for whom it's 'heat or eat'."
During the day, the store is frequented by large numbers of students and office workers, as well as older local residents. And while "it just doesn't affect me, sorry," was a familiar refrain as busy shoppers gave us the brush-off, for many of the people we spoke to, cost increases at the checkout have shifted their mindset regarding their weekly shopping.
One shopper, Don, said he didn't want to buy poor quality products for the sake of making a saving and tries to shop around where he can. He said: "I never used to look at prices. I do now; I’m fussier about what I buy because the prices scare you. Sometimes I go to Sainsbury's and come right back out again!
"I shop in Lidl once a week, but I don't buy their fruit and vegetable or anything like that because it just goes off. I'd rather pay a bit more for that sort of stuff. "
Don worked on the buses in Bristol for over 30 years, a job he thoroughly enjoyed, but he is now retired. He said: "My rent’s gone up, and of course, being a pensioner, you can't go out and do overtime to make up your money.
"So I'm cautious about what I spend, but I am lucky enough to have pensions, and although the government might not have handled COVID very well, their extra [fuel] payments made a big difference for me."
On his way out of the supermarket, Don showed us the bag of items he'd decided to buy from Sainsbury's, including vegetables and fresh bread. Despite quipping earlier that he wasn't sure he could afford anything, he felt satisfied with his purchases and was particularly pleased to see that butter was on offer. As he left, he added: "If I survived COVID, I can survive this. Yes, I'm sure I can. "
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