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More than half of households have made at least one adjustment to cover the cost of everyday essentials in recent weeks, according to WhoH? – The highest level seen so far this year.
About 52% of those surveyed said they had made at least one adjustment to cover essential everyday expenses like utility bills, housing costs, groceries, school supplies and medications as of mid-October.
Which one? It said if the figures were projected across the UK the number of households affected would be 14.8 million – the highest level seen since December 2024.
Adjustments included cutting back on essentials, reducing savings, selling assets, or borrowing. People Those on lower incomes were especially likely to say they had cut back on essential items.
More positively, the proportion of households who said they missed at least one essential payment, such as: rent or mortgage payment, utility bill, credit card or loan payment; It fell to 5.5% last month from 7.7% in September. This is equivalent to an estimated 1.6 million families.
While fewer households said they had missed a payment, the increase in financial adjustments suggests more households are sensitive to the cost of living ahead of the cold weather and the festive period, the consumer group said.
Nearly a fifth (20%) of those surveyed believe their household situation will get better over the next 12 months and almost a third (34%) think it will get worse.
The consumer group said that when people were asked why they thought their household situation would get worse over the next 12 months, the majority cited issues related to the cost of living, such as food prices, bills or inflation.
Taxes and policies were also widely mentioned in the consumer insights tracker, with some highlighting concerns about a potential tax increase, Which? Added.
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a woman from scotland Told the researchers: “The cost of living is very high; it’s a struggle to make ends meet. Shopping for food is stressful because the price of everything is so high and paying the bills is driving up the cost of everything. I think it’s going to continue to get worse.”
Which one? That said, people who are missing out or struggling to afford essentials like energy, credit card or mortgage payments should speak to their provider immediately for help.
Rocio Concha, which one? The policy and advocacy director said: “Our research shows that millions of households are struggling to cover the costs of everyday essentials such as utility bills, mortgage and rent payments and the weekly shop.
“With the festive season fast approaching and the weather starting to get colder, the added pressure of Christmas shopping and keeping the home warm and cozy will only add to the financial stress on families.
“We would encourage anyone who is struggling to seek free debt advice and reach out to their bill provider for help.”
The survey was conducted between 17 and 19 October among more than 2,100 people across the UK.