KPMG’s Consumer Pulse Q2 2026

This article is provided by BRC Associate Member, KPMG.

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KPMG’s Consumer Pulse is our quarterly snapshot of the UK consumer; helping businesses understand how sentiment, spending behaviour and market trends are evolving and what it means for them. By combining the views of 3,000 UK consumers, transaction data from more than 150,000 Snoop customers, and insights from KPMG specialists, it reveals both what consumers say and how they actually spend.

The report explores shifts in share of wallet, category winners and losers and draws out the common themes of the leading players.

The 2026 Q2 results reveal a consumer balancing confidence with caution. Almost half of shoppers describe their own financial situation as "confident" or "comfortable", yet 60% believe the UK's economic outlook is worsening. Price remains the dominant purchasing driver, with many consumers reporting cutbacks in discretionary areas such as eating out, takeaway food and clothing. So how was this reflected in their Q2 spending?