Over 10 Million Brits Plan to Skip Meals This January

More than 10 million adults in the UK intend to skip meals or reduce their food intake this January as they grapple with the ongoing cost of living crisis. Research released recently indicates that 32% of respondents plan to serve smaller meal portions to cope with financial pressures during what many experts label the most challenging month of the year.

A staggering 57% of those surveyed expect to exhaust their finances by the end of January, with January 15, 2026, identified as a critical date when household funds typically begin to deplete. The financial strain is exacerbated by the long gap between December and January paydays, which can extend up to six weeks for some workers, creating a substantial burden.

In response to these challenges, Iceland Foods has launched a significant Mega Deals Event, aimed at helping families stock their kitchens at reduced prices. The supermarket chain is reintroducing thousands of discounted items, including popular offerings such as its four for £4.80 deal, buy two get one free promotions, and other multi-buy discounts across a variety of products.

Richard Walker, executive chairman of Iceland Foods, emphasized the difficulty many families face in January. He stated, “We know this is the point in the year when households are cutting back wherever they can, worrying about the weeks ahead and trying to make every pound work harder.” Walker added that the Mega Deals Event aims to provide real value, allowing customers to stock up, reduce waste, and navigate January with less stress.

The research gathered from a survey of 2,000 adults in December 2025 reveals a grim picture of financial anxiety. Only 25% of respondents feel in control of their finances this month, while an equal number report experiencing significant stress related to money. Furthermore, over 18% of participants indicated they would rely on frozen food options, which are often more cost-effective and lead to less waste than fresh alternatives.

The Mega Deals Event will run from January 3 to February 9, both online and in stores nationwide at Iceland and The Food Warehouse. Notable deals include four Goodfellas pizzas for £4.80, offering savings of up to £7.20. Other popular items featured in the promotions include Birds Eye chicken dippers and Aunt Bessie’s Yorkshire puddings. Half-price offers include McCain Airy Fryer French Fries, reduced from £3.75 to £1.87, and Quorn meat-free mince, slashed from £2.60 to £1.30.

The UK Government has allocated approximately £1 billion to enhance crisis support amid the ongoing financial hardships. A government spokesperson stated, “We are tackling the cost of living and poverty head-on, increasing the national living wage—worth £900 a year for a full-time worker—and taking £150 off average energy bills from April.” This initiative aims to provide essential support to low-income families.

Additionally, the government has expanded taxpayer-funded Free School Meals, with the goal of lifting 100,000 children out of poverty over the next four years. Enhanced childcare support is also being offered, saving parents up to £7,500 per child annually.

In London, various schemes are in place to assist families struggling with bills. A spokesperson for Mayor of London Sadiq Khan highlighted the introduction of a taxpayer-funded school meals program for all primary school children. This initiative has provided 100 million lunches at no direct cost to parents since 2023, saving families approximately £500 a year per child.

As families across the UK confront rising costs, the financial landscape for many remains dire. The combination of government support initiatives and retail promotions like those from Iceland aims to alleviate some of the pressures faced by households as the new year begins.