Tuesday 29th August 2023

Research shows extreme cost-saving behaviours in how Scots shop, eat and live are likely to have a disastrous long-term effect on the nation’s health.

• Rising cost of living continues to dominate people’s priorities. Around half (48%) say this is a top issue facing Scotland. Two-thirds (67%) say this is a top issue for the Scottish economy.

• In response, Scots report that they are shopping around, changing brands or shops, and buying reduced food to cope with rising prices.

• But many are engaging in extreme cost-saving behaviours, which may have disastrous health consequences:

• 1 in 7 (15%) are skipping meals

• 1 in 4 (24%) are buying fewer fruits and vegetables

• 1 in 4 (25%) are choosing foods that require no or little cooking such as pot noodles

• More than 1 in 4 (27%) are consuming more packaged or processed foods instead of fresh alternatives.

These changes have serious public health consequences and risk exacerbating pre-existing inequalities, as working class hit hard by rising prices; over 1 in 5 (22%) of those in social grades C2DE report that their finances are much worse now than a year ago.

Scots remain sceptical and pessimistic about Scotland’s economy and direction. Over a third (38%) say that economic conditions are much worse now than a year ago, down from almost half (46%) in May, and over half (56%) believe that things in Scotland are headed in the wrong direction.

Large swathes of the population remain dissatisfied with the actions and support offered by UK and Scottish Government, local authorities, energy companies and the Bank of England. Over 80% feel that these actors have done too little to help people cope with rising prices.

Despite the dominance of cost of living, Scots continue to emphasise many priorities, including healthcare and the NHS (46%) and poverty and inequality (18%). The economy as a priority is down 4 percentage points to 18%, and the environment and climate change is up by 8 percentage points since the last survey in May to also be at 18%.

This wave of the Understanding Scotland economy tracker survey was produced in partnership between the David Hume Institute and the Diffley Partnership. The survey gathers economic attitudes and insights from more than 2,000 members of the Scottish adult population every 3 months to track changes over time. 

Understanding Scotland is a quarterly survey tool measuring the most important facets of our lives and decision-making in Scotland: our society, economy, and environment developed by Diffley Partnership and Charlotte Street Partners. Understanding Scotland economy tracker is produced in partnership with the David Hume Institute.

Watch the recording of the research launch event discussion

Notes to editor

Designed by the Diffley Partnership, Understanding Scotland is a high-quality quarterly survey that delivers insights into Scottish behaviours and attitudes towards society, the economy and the environment.

The survey received 2,101 responses from a representative sample of the adult population, aged 16+, across Scotland. Invitations were issued online using the ScotPulse panel, and fieldwork was conducted between the 2nd – 8th August. Results are weighted to the Scottish population (2020 estimates) by age and gender.