Consumer confidence in supermarkets has dropped to a nine-year low due to soaring food prices, research from Which? has found.
Customers are also unhappy about the lack of own brands sold in the smaller, convenience store-type outlets run by the grocery chains.
Which? added that shoppers have not felt as discontented with Tesco PLC (LSE:TSCO) and J Sainsbury PLC (LSE:SBRY) since a survey in November 2014.
More than two-thirds (67%) of customers felt that smaller convenience stores are ripping them off as they typically charge more than larger sites and don’t provide as many budget-range items.
Rocio Concha, director of policy and advocacy at Which? said: “People should not have to pay over the odds for everyday essentials just because they struggle to get to a large supermarket.
“While the whole food supply chain affects prices, supermarkets have the power to do more to support people who are struggling.”
Customer concerns arise despite several retailers including Sainsbury’s having cut prices recently.
On Monday, Waitrose announced over 200 items had been reduced following an IT issue that left some stores with empty shelves over the bank holiday weekend.
Earlier in June, Tesco was accused by Which? of misleading its customers using confusing ‘Clubcard’ price labels.
The FTSE-350 will provide a first-quarter update on Friday, and analysts are hoping for further news on price cuts.
Matt Britzman, equity analyst at Hargreaves Lansdown said: “[Tesco’s] accelerated cost-saving programme is expected to move at some pace to help offset higher marketing spend and cost inflation.”