Iceland launches first ever UK ‘supermarket manifesto’ based on customer survey

Published today and titled Frozen Out, Iceland said the manifesto aims to “give customers a voice” as the country heads to the polls on July 4.

The document uses data from a survey of more than 6,500 shoppers, as well as the findings from listening panels at Iceland stores comprised of both customers and staff.

The manifesto found that three-quarters of respondents feel worse off now than they did in 2021, highlighting the fact that, despite improving inflation figures, the cost-of-living crisis remains a top concern for many consumers.

Iceland also surveyed respondents about their experiences of accessing public services, ranging from the NHS to state education.

On the topic of healthcare, 16% of respondents said they can never get a GP appointment, while 22% have simply stopped trying.

In terms of local council services, just 27% of respondents said they were happy with the levels in their local areas, with many worrying about the quality of their children’s education.

Despite all this, the manifesto shows that 39% of Iceland customers remain “undecided” on who to vote for.

Iceland Foods executive chair Richard Walker, who has been a vocal supporter of Labour and Keir Starmer during the election campaign, said: “The gap between high office and British high streets has never been bigger, and our colleagues and customers have made it clear that they believe their voices aren’t being heard.

“This is what we’re looking to change by using Iceland’s platform as a business to campaign for them and hold politicians to account.”

“The general election campaign is the perfect starting place – even if it came a little sooner than expected – but this manifesto is only the start for us.

“These issues aren’t going away any time soon and we are going to build on this. And, if we succeed, we hope it will help form the basis on which to rebuild British high streets by placing people at the heart of the strategy instead of politics.”