I haven’t been able to eat all day - it’s either food or gas and electric

know if it’ll be enough to get by.” Consumer group Which? has now called on supermarkets to sign up to a 10-point plan to help households through the cost-of-living crisis.

The group said supermarkets needed to “do more” to help customers by ensuring shelf prices are easy to understand, making healthy budget lines widely available and providing targeted promotions to support people in areas that are struggling the most.

Factors such as low income, poor access to affordable food, having no large supermarkets nearby and a lack of online shopping deliveries contributed to making it difficult for people to find healthy and affordable food, Which? warned.

Sue Davies, Which? head of food policy, said: “We know that millions of people are skipping meals through the worst cost-of-living crisis in decades but our new research tells us where around the UK support is most urgently needed. The supermarkets have the ability to take action and make a real difference to communities all around the UK. That’s why we’re calling on them to ensure everyone has easy access to budget food ranges that enable healthy choices, can easily compare the price of products to get the best value and that promotions are targeted at supporting people most in need.”

In a statement, Andrew Opie, director of food and sustainability at the British Retail Consortium, said: “The rising cost of living is a significant concern for both retailers and their customers. Retailers are determined to support their consumers with the cost of living, such as by expanding value ranges, keeping the price of essentials down, and introducing discounts for vulnerable groups.

“Many supermarkets share excess food with local food banks and shelters, and provide advice on cooking low-cost meals on their website or instore magazines.

“The global price of many food remains very high, along with energy prices, and supply chain costs, exacerbated by the war in Ukraine. Supermarkets find themselves squeezed between the need to pay a fair price to their suppliers - who also have rising costs - and meeting the needs of consumers who have less money in their pockets.”