Average Brit experiences seven ‘how much?’ moments a month, study reveals
A NEW study reveals that from trendy drinks such as kombucha, to loaves of sourdough bread and posh artisan coffees, millions of us feel regularly dumbfounded by the cost of everyday food-and-drink items.
In fact, according to the poll, we experience an average of 84 “how much?” moments a year, with the crippling cost of a simple train sandwich (30 percent), the thing most likely to make us do a double take.
The cost of drinks in bars and nightclubs came second (29 percent), while the price tag on a posh packet of crisps was third on the list of things we deem the biggest rip off in modern life (22 percent).
We also resent splashing out artisan coffees (21 percent) “trendy” smoothies (20 percent) and pub snacks such as chilli nuts or olives (11 percent) according to the poll.
Yet despite the outrage, it’s often a case of keeping up appearances, with nearly two thirds (65 percent) having bought a stunningly expensive item because we were too embarrassed to call a halt to the sale at the till.
Brits top 'how much?' items
- A sandwich on a train - 30%
- Drinks in bars and nightclubs - 29%
- A gourmet burger - 27%
- A posh packet of crisps - 22%
- Artisan coffees - 21%
- Smoothies - 20%
- Deli sandwiches - 20%
- Artisan chocolate - 16%
- Gastro pub food - 15%
- A slice of toast in a cafe - 14%
- Diet foods and ready meals - 13%
- Non-alcoholic beers - 12%
- Gluten or wheat free food - 12%
- A loaf of “artisan” sourdough bread - 11%
- Avocado on toast - 11%
- Mocktails - 11%
- Pubs snacks (such as chili nuts or olives) - 11%
- Vegan options - such as “cauliflower steak” - 10%
- Zero proof spirits - 7%
- Herbal teas - 7%
A savvy 16 percent say they look out for certain words - which is no surprise as Brits believe that when they see the words “artisan” or “handmade” in front of a food, they estimate it puts up the price by a whopping 56 percent.
Other ‘sophisticated’ food and drink terms that spendthrift Brits avoid are ‘foam’ (43 percent), “deconstructed” (39 percent) and “foraged” (32 percent).
The research from J2O Spritz found that 82 percent of us agree some food and drink trends are eye-wateringly expensive.
Tristan O’Hana, Editor at Pub & Bar Magazine, comments: “Over the past few years, as more consumers have focused on their health and moderated how much alcohol they’re drinking, the soft drinks market has seen an explosion of positive activity.
Despite this increase in choice, as with most things, the key is to keep the serves simple. Consumers want affordable, premium soft drink options that still feel like a treat throughout the summer months.”
Hannah da Silva Smith, Brand Manager for J2O Spritz which commissioned the study said “Our research shows the nation loves to socialise, especially during the summer months, but it can often end up costing more than they’ve bargained for.
And while we know that consumers are happy to pay more for something special when the occasion arises, it’s the over-priced, over the top trends that result in those “how much?!” moments that they would rather avoid.”
most read in money
And as the weather heats up, Brits have admitted they’ll be more likely to part with their hard-earned cash, with 74 percent revealing they spend more on socialising in the summer than winter.
In fact, the average Brit will splash out £1,144 during the summer months on going out with their friends and family, according to the research.
When it comes to summer drinking, 59 percent of the 1,500 adults surveyed think the trend for overpriced, pompous mocktails has got out of hand, with three out of five Brits feeling frustrated if they have to wait more than two minutes for a drink to be served, and the same proportion (60%) admitting that it is rarely worth the wait.
Menu terms we most distrust
- Foam - 43%
- Deconstructed - 39%
- Foraged - 32%
- Charred - 28%
- Curated - 21%
- Artisan - 16%
- Craft - 11%
- Hand-selected - 11%
- GOT a story? RING The Sun on 0207 782 4104 or WHATSAPP on 07423720250 or EMAIL [email protected]