​​​​Consumer confidence up one point to -16 in January​

Ten years since consumer confidence was last in positive territory

London, January 23^rd, 2026 - GfK's long-running Consumer Confidence Index was up one point to -16 in January. Three measures were up, and two were down, compared to last month's announcement. These are the current findings of the GfK Consumer Confidence Barometer (CCB) powered by NIM. The CCB has been published jointly by GfK and the Nuremberg Institute for Market Decisions (NIM), the founder of GfK, since October 2023.

Neil Bellamy, Consumer Insights Director at GfK, an NIQ Company, says:  "January 2026 brings an unwanted anniversary, marking 10 years since consumer confidence was last in positive territory. Even with a one-point increase in headline confidence this month to -16, we remain a long way from consumers feeling that better days are around the corner. Yes, perceptions of personal finances have improved, but this is offset by growing concerns about the economy. We've seen this pattern before. During periods of political and economic uncertainty - most notably in late 2022 - consumers became more cautious but also more self-reliant. What we're witnessing now is a return to that mindset: people feel they can manage their own finances, but they remain unconvinced about the wider economic outlook. Let's be clear - this isn't optimism; it's resilience. Consumers are once again focusing on what they can control - their own spending and saving - while confidence in the wider economy remains low. To many consumers, the UK economy is beginning to resemble an untethered boat drifting slowly out to sea."

GfK Consumer Confidence Barometer powered by NIM - UK Measures - January 2026
The Overall Index Score rose by one point to -16 in January. Three measures were up, and two were down, compared to last month's announcement.

Personal Financial Situation

The index measuring changes in personal finances over the last 12 months has increased by three points to -3. This is seven points higher than January 2025.

The forecast for personal finances over the next year is up four points to 6. This is eight points better than this time last year.

General Economic Situation

The measure for the country's general economic situation over the last 12 months decreased by five points to -45. This is one point better than January 2025.    

Expectations for the general economic situation over the next 12 months are down two points in January to -31. This is three points better than this time last year.

Major Purchase Index

The Major Purchase Index rose by 1 point to -10, which is 10 points better than last year.

Savings Index

The Savings Index increased four points to 28; this is two points lower than last year. This measure is commented on but not included in the Overall Index Score.

About the survey

Press Contact
For further details or an interview, please contact Greenfields Communications:

• The data in the GfK Consumer Confidence Barometer (CCB), powered by NIM, is collected by GfK. The CCB has been published jointly by GfK and the Nuremberg Institute for Market Decisions (NIM), the founder of GfK, since October 2023.
• This month's survey was conducted among a sample of 2,002 individuals aged 16+ in the UK.
• Quotas are imposed on age, sex, region, and social class to ensure the final sample is representative of the UK population.
• Interviewing was conducted between January 2^nd and January 15^th.
• The figures in the GfK CCB powered by NIM have an estimated margin of error of +/-2%.
• The Overall Index Score is calculated using underlying data that runs to two decimal points.
• The press release dates for 2026 (all dates fall on a Friday) are: 27^th February, 27^th March, 24^th April, 22^nd May, 19^th June, 24^th July, 21^st August, 25^th September, 23^rd October, 20^th November and 18^th December.
• Any published material must include a reference to the GfK Consumer Confidence Barometer, e.g. 'Source: GfK Consumer Confidence Barometer powered by NIM'.
• This study has been running since 1974. Back data is available from 2006.
• The table below is an overview of the questions asked to obtain the individual index measures:

About the GfK Consumer Confidence Barometer powered by NIM

There is no other consumer research project with the longevity, rigor, and reliability of GfK's Consumer Confidence Barometer (CCB). Each month since January 1974, it has provided a snapshot of how UK consumers feel about the crucial economic topics today and their outlook for the next 12 months. It has provided insight into the UK's thinking through boom and bust, the Brexit vote, and most recently the coronavirus pandemic. The CCB data collected by GfK has been published jointly with the Nuremberg Institute for Market Decisions (NIM) since October 2023. NIM is the founder of GfK.

About NIQ

NielsenIQ (NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Our global reach spans over 90 countries covering approximately 85% of the world's population and more than $7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights-delivered with advanced analytics through state-of-the-art platforms-NIQ delivers the Full View™.

For more information, please visit https://www.niq.com.

About GfK - a NielsenIQ company

For over 90 years, we have earned the trust of our clients around the world by solving critical questions in their decision-making process. We fuel their growth by providing a complete understanding of their consumers' buying behavior, and the dynamics impacting their markets, brands and media trends. In 2023, GfK combined with NIQ, bringing together two industry leaders with unparalleled global reach. With a holistic retail read and the most comprehensive consumer insights - delivered with advanced analytics through state-of-the-art platforms - GfK drives "Growth from Knowledge". For more information, visit nielseniq.com

About NIM

The Nuremberg Institute for Market Decisions (NIM) is a non-profit research institute at the interface of academia and practice. NIM examines how consumer decisions change due to new technology, societal trends or the application of behavioral science, and what the resulting micro- and macroeconomic impacts are for the market and society as a whole. A better understanding of consumer decisions and their impacts helps society, businesses, politics, and consumers make better decisions with regard to "prosperity for all" in the sense of the social-ecological market system. The Nuremberg Institute for Market Decisions is the founder of GfK. For more information, visit https://www.nim.org/en and LinkedIn.

Forward-Looking Statements Disclaimer

This press release includes forward-looking statements that reflect NIQ's current expectations and projections about future market trends and consumer behavior. These statements are based on available information and reasonable assumptions but are subject to risks and uncertainties that could cause actual results to differ. NIQ does not undertake to update these statements, except as required by law.

Responsible under press legislation:
Marketing, GfK
Anna Paszek-Weglarz
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110 Southwark Street London SE1 0SU [email protected]