Why 60% of UK consumers are choosing quality over price

The better read homes in on what quality means in each category. For groceries, it might mean fresh produce or sustainably sourced meat. For clothing, durability and fabric feel. For hospitality, it often translates to service speed or ambiance. Retailers that define quality in a way customers actually notice – and price it accordingly – will capture the upside. Those that simply raise prices and call it premium risk losing share to mid-market players that deliver tangible improvements at lower cost.

Tink's finding also interacts with inflation trends. If nominal spending on essentials stays high because of sticky services inflation, shoppers may talk about quality while actually trading down on volume. A consumer who buys one premium steak instead of three cheap ones still spends less overall. The data does not separate those dynamics.

For now, the survey gives UK retailers a directional cue: invest in product differentiation and customer experience, not blanket price cuts. The next set of quarterly same-store sales reports from listed UK retailers will offer a real-world test of whether intentions match actions.