UK citizens reduce fish consumption amid growing cost of living crisis

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British citizens are purchase less fish, according to market researcher NielsenIQ, as the cost of living crisis forces people to cut back on their shopping bill.

Data released by NielsenIQ on Wednesday showed that volume sales of meat, fish and poultry had fallen 13 percent in the four weeks to April 23 year-on-year.

Similarly, sales dropped 7.8 percent year-on-year on a value basis, despite the period covering the Easter holidays, where, normally, sales would be expected to be strong.

The fall in demand comes as prices rapidly rise in the UK, putting pressure on household incomes and forcing citizens to look at areas where they can cut corners and reduce their expenses.

The latest data comes after figures showed last week that around a quarter of Britons are struggling to pay their bills, with the head of Sainsbury’s claiming that shoppers are now “watching every penny.”

“It is clear that as cost-of-living increases continue, retailers will be under pressure to ensure they have consumer mindsets front of mind, which are set to focus more on economising on the number of items purchased,” Mike Watkins, NielsenIQ’s UK head of retailer and business insight said.

Consumer confidence has sunk to the second-lowest level since records began, while the UK witnesses the fastest price rises in years. Inflation in the UK is currently rising at 7 percent, the fastest rate for around 30 years, with fears it could keep soaring.