According to Tink, 60% of UK consumers now say they prioritise quality over price. The data itself marks a turning point for UK retailers, hospitality operators, and consumer-facing brands.
For years, they’ve focused on discount-led marketing as their primary acquisition strategy. However, now consumers want quality, not lower prices.
The reasons why
This is where the strength of brand comes in, and why companies are working to stremgthen brand across their marketing activities. Creating a strong, recognisable brand creates consumer trust and reputation, essential in highly competitive retail spaces. This is where branded products are used too.
For example, in the highly competitive iGaming space, games like the Betfair Even Bigger Bananas 2 slot show how the addition of the well-known brand ‘Betfair’ to the game helps to establish a branded reputation for the game.
Product experience is also central. UK consumers want to purchase products and services based on what they actually deliver, not how cheaply they are priced.
Tink’s research shows exactly this: consumers would rather spend more on quality than spend less on something “okay” quality. Brands guarantee this quality as they have built a reputation for producing a particular product/service.
You then have durability and longevity. UK consumers want products that last, particularly in retail categories like clothing, electronics, and home goods. Buyers don’t mind spending more as long as they get more use or a better usage out of a product.
What quality over price actually means
The “quality” of a product depends on the actual target audience itself. It doesn’t necessarily mean more expensive, as an affordable product can be good quality for the price.
For example:
- Customer A wants to spend £250+ on a kitchen knife as they’re a chef and they’ll use it every day.
- Customer B wants to spend £50 on a kitchen knife because they enjoy cooking at home.
Both Customer A and Customer B want a quality product, but they sit in two different buying categories. One needs a commercial kitchen knife while the other needs something for home.
Quality can be found in both categories, but if Customer A purchased a Customer B kitchen knife, then they may not be satisfied with the quality. That’s why it’s important to match the target audience with the correct quality and price point.
Will this change?
The whole quality-over-price change is unlikely to reverse. PwC’s Retail Outlook for 2026 even describes UK consumers as “firmly in control of their wallets”, so this new quality over price movement makes sense.
That said, there will still be a market for both. Naturally, consumers will want both affordable and quality items. It all depends on the target audience a business wishes to advertise and sell to.
For example, someone looking for BBQ for just one summer isn’t looking to spend thousands of pounds. Instead, they’ll more likely want to purchase a cheaper alternative. Likewise, someone who wants to BBQ for the next 15+ summers will likely want a more high-end and quality product.
At the end of the day, it depends on who you are targeting. By understanding their needs, you can see whether they fit into the statistic of “60% of UK consumers now say they prioritise quality over price”.
