All figures, unless otherwise stated, are from research conducted by YouGov Plc. Total sample size was 3,655 adults, including oversamples in Scotland (n=515) and Wales (n=505).

The figures have been weighted and are representative of all UK adults (aged 18+). Fieldwork was undertaken between 26th – 31st May 2022. The survey was carried out online.

This data is compared to research that was conducted last year (22nd July – 04th August 2021), also using YouGov Plc. The total sample size of 2021 was 3,564 adults, which was also weighted and representative of all UK adults. The comparison to 2021 data can be seen with the symbols ‘+’,’-‘or ‘=’.

There is also new research included, with data from questions that were new to this year’s poll, as specified. Independent variables are as indicated, including ordinal demographic controls age (5 categories), gender (2 categories), social grade (4 categories), education level (4 categories), ethnicity (2 categories). Main shopper as an independent variable was also added for this year’s research.

Using YouGov Profiles data from the same week that the 2022 research was conducted, household income levels (3 categories) and main supermarket used, have been used as analysis variables.

The definitions used throughout the report to refer to social grade and household income are as follows.

Social grade (via National Readership Survey)

  • A – Higher managerial, administrative, and professional
  • B – Intermediate managerial, administrative, and professional
  • C1- Supervisory, clerical, and junior managerial, administrative, and professional
  • C2 – Skilled manual workers
  • DE – Semi-skilled and unskilled manual workers. State pensioners, casual and lowest grade workers, unemployed with state benefits only

Household income

  • Lower = <£25,000 per year household income
  • Middle = £25,000 – £59,999 per year household income
  • Higher = £60,000+ per year household income