Consumer Confidence reports

A consumer confidence report usually tracks how positive or negative people feel about the economy, personal finances and spending. Konfidant uses confidence as one signal in a wider weekly read on Britain. We track optimism, mood, spending pressure, behaviour and real-life context from our qualitative community, then turn that evidence into clear guidance for brands. The aim isn’t just to measure confidence – it’s to spot what’s changing and help teams act sooner.

Traditional consumer confidence indices give a useful economic signal, often built from a small set of fixed questions about personal finances, the economy and spending. Konfidant gives brands a wider and faster read. We publish weekly, use open-ended questions so consumers can tell us what’s really driving their mood, and draw on 22,000+ wider survey questions plus our qualitative community to explain the why behind the movement. The result goes beyond a headline score – it helps teams see what’s changing, which groups feel it most, and what brands should do next.

We survey UK consumers from Monday to Wednesday and publish the weekly Konfidant report on Thursday afternoon. The platform updates at the same time, giving subscribers the latest read on confidence, mood, behaviour and spending pressure. On the first Tuesday of each month, we publish a deeper monthly report that turns the weekly signals into a forward view – what’s changing, what it means for brands, and where teams should act next.

A typical Konfidant consumer confidence report includes the headline UK confidence and optimism read, the direction of movement, the groups driving the shift, and the wider mood behind it. We combine survey data with open-ended responses, wider behavioural evidence and our qualitative community, so teams can see not just what changed, but why it changed and what brands should do next.

Konfidant measures consumer confidence through a consistent weekly optimism question, asked to 2,000 nationally representative UK consumers. Our view: the future turns up in feelings first. So we don’t stop at the score. We use 22,000+ wider survey questions, open-ended responses and our qualitative community of 50 UK households to understand what’s driving the mood, where behaviour may move next, and what brands should do about it.

Falling consumer confidence usually means habits start to change, but the reason matters. Konfidant looks at the seasonal pattern, year-on-year movement and wider mood signals before calling a fall meaningful. A dip driven by winter fatigue looks different from one driven by prices, politics or job insecurity. Spending may tighten in some places, but shift elsewhere – for example, premium supermarkets can benefit when people trade down from eating out. The score tells you something has moved. The real value comes from understanding why, who feels it most, and what brands should do next.

UK consumer confidence remains low because people have lived through six years of interrupted recovery. Optimism has lifted at points, but progress has repeatedly been stopped by the pandemic, the cost-of-living crisis, weak political confidence, global conflict and wider economic uncertainty. For brands, the key point isn’t just that confidence sits low. It’s that the feeling behind it changes each time, shaping different behaviours, spending choices and risks.

Konfidant’s Signal reports help teams read the room early. Our weekly and monthly reports show how consumer mood, confidence, behaviour and spending pressure are moving, so brands can spot shifts before they show up fully in sales data. Use Signal to adjust trading plans, refine the tone of communications, time campaigns, understand underperformance and see where demand may move next. Because the future often turns up in feelings first, Signal gives teams an earlier view of where to act now.

Konfidant’s consumer confidence data comes from weekly nationally representative online research with 2,000 UK adults. We ask a consistent optimism question every week, then read the result against 22,000+ wider survey questions, open-ended responses and our qualitative community of 50 UK households. Each wave is weighted to reflect the UK population and checked through our data quality framework before it enters the platform.

Yes. Konfidant reports are available as editable PowerPoint files, so subscribers can adapt the insight for their own category, brand or internal audience. Konnie can also help you explore the data, find relevant questions and generate AI-assisted reports for inspiration. The result is a faster route from the national mood to the category story your team needs.