The cost-of-living crisis dominates this report, highlighting the increased price of food faced by consumers in the UK. In April 2023, the UK had its second highest food inflation rate for 45 years, standing at 19.1 percent. As a result, the way in which consumers shop has changed including shopping less often and spending more on private label products. The biggest change is the shakeup of the “big four” supermarkets which has dominated the UK grocery market for years. In September 2022, Aldi, a discounter showed unprecedented growth entering the top four, pushing Morrison’s to number five. Healthy products, as well as vegetarian and plant-based products remain popular with consumers.