UK consumers are feeling the strain of rising prices, and many are inclined to point the finger at businesses, even as inflation and global trade disruption continue to push up costs across the board.
A major new study of 14,000 consumers across seven major markets from supply chain intelligence firm Zero100 shows that 20% of Brits feel ‘corporate greed’ is the single biggest driver of price increases, the highest rate across the countries examined, and a tricky problem for businesses to navigate following a year of massive trade disruption and rising costs.1
In a year in which Britain’s inflation rate has persistently run higher than other major economies, the research found that UK consumers are feeling the pinch, with more than nine in 10 (92%) consumers experiencing price increases on regular purchases in the last six months. This compares with a global average of 82%, making the UK the most price-sensitive of all countries surveyed, and significantly higher than markets such as Germany (84%), France (78%) and China (72%).
As prices continue to climb, belt-tightening is reshaping how Britain shops. Brand loyalty is falling by the wayside, as consumers are increasingly switching to cheaper brands and turning to discount retailers. Many are now also simply buying less altogether as everyday costs continue to bite.
Here’s how UK shoppers have adjusted their behaviour in response:
- 35% have switched to cheaper brands
- 32% are using coupons
- 32% are buying fewer items overall
These changing habits mirror the UK’s sluggish retail sales2 and present particular challenges for brands and retailers alike in the run up to Christmas – especially in categories like big-ticket household goods and non-essential retail3. Notably, 67% of British shoppers say they would drop any brand that continues to hike its prices.
According to Zero100, global economic conditions remain the most frequently cited reason for rising prices among shoppers (29%), but the UK stands out for its scepticism toward large businesses. This view is driven by Gen X, with 28% of those aged 45–54 blaming corporations – almost twice the proportion of Gen Z consumers (12%) who say the same.
Shoppers also recognise the role of global instability in pushing up costs:
- 57% say international trade wars contribute to higher prices, with ongoing US tariffs under President Trump continuing to disrupt supply chains
- 42% point to the war in Ukraine
- 33% cite extreme weather events affecting production and logistics
- 32% cite instability in the Middle East
- 27% believe the aftermath of the Covid pandemic continues to affect prices
- 18% blame politicians and government policies
Kevin O’Marah, Chief Research Officer at Zero100, said: “2025 has been a year of major geopolitical turmoil and business disruption, but while brands are under real pressure, so are shoppers. Brits understand the forces driving up prices, yet repeated increases are making them more sceptical and less loyal to the brands they buy. Companies are being left in a real pinch. They need to think carefully about the potential consequences before passing rising supply costs or tariffs on to customers, but must also keep product and service quality high.”
Zero100’s research reveals that being transparent about ongoing cost pressures can help brands shift perceptions and avoid consumer frustration. When price rises are clearly linked to supply chain disruption, only 27% of UK consumers view them as unfair, while 32% accept increases tied to rising raw material costs.
There’s also strong demand for local production: 46% of UK shoppers would pay more for goods made closer to home, rising to 63% among under-35s.
While price rises dominate short-term frustration, the research also points to deeper supply chain concerns. When ingredient shortages, reshoring, shipping delays or cost-cutting driven by raw material constraints begin to affect the product itself, customer irritation can harden into long-term distrust. The data shows that a decline in product quality is the most common reason UK consumers lose trust in a brand.4
Conversely, nearly two-thirds of UK consumers (63%) say that product and service excellence will keep them loyal even if prices rise, underscoring how sensitive shoppers are to quality changes that stem from supply chain issues. Commitments to sustainability (37%) and employee wellbeing (34%) also make consumers more likely to stay loyal despite higher prices.
O’Marah adds: “Trade disputes, disrupted logistics and raw material costs soaring aren’t just abstract ideas to today’s consumers – they are shaping household budgets. The companies that keep supply flowing without compromising product quality and are honest about cost pressures are the ones that will keep customers onboard, even as the economy gets tougher.”
