The main supermarkets each receive a big share of our weekly spend – are grocery shoppers reluctant to purchase their insurance at supermarkets too?

Shoppers are most likely to consider their main supermarket for general insurance products – a third would consider purchasing travel, home or car insurance.  Consumers are less likely to consider supermarkets for their more complex financial needs such as their mortgage where only 1 in 6 would consider.  It is the ‘simpler’ financial products that consumers say they are more comfortable purchasing from a supermarket.