From long queues to crowded aisles: how the UK’s ‘supermarket sins’ impact those with visual impairments

 

• New research from Robinsons Fruit Shoot explores the challenges of everyday shopping, highlighting how small obstacles can make the experience much harder for those with visual impairments.
• Robinsons Fruit Shoot becomes the first kids drinks brand to launch new packaging with NaviLens technology, providing audio guidance and navigation support for shoppers with visual impairments
• Katie Piper and the Royal Society for Blind Children (RSBC) join Fruit Shoot to champion more inclusive shopping experiences

 

For millions of shoppers, a supermarket trip is rarely stress-free. From long queues (55%) and blocked aisles or out-of-stock items (48%) to hard-to-read labels (21%) and unclear signage (20%)[1]. Everyday ‘supermarket sins’ can quickly turn a simple errand into a frustrating experience, but especially for those with visual impairments.

New research commissioned by Robinsons Fruit Shoot, polling 2,000 UK adults reveals just how irritating the weekly shop can be. Slow walkers and wobbly trolley wheels rank among the nation’s biggest in-store annoyances. More than a third of shoppers (34%) admit they’ve abandoned a shop altogether because of experiencing an annoyance while there – rising sharply to 53% among Gen Zs.

Despite these common challenges, more than half of shoppers (56%) confessed they have never considered what shopping might be like for someone with a visual impairment, rising to 65% among Gen X. This suggests that while many notices everyday annoyances in stores, few fully appreciate the extra barriers faced by those living with sight loss.

Fruit Shoot’s research highlights just how challenging supermarkets can be for those living with sight loss. With more than two million people in the UK affected, including thousands of children and young people, many struggle to navigate busy stores independently, making a simple task that little more stressful and overwhelming.

The new study[2] was commissioned by Fruit Shoot ahead of the launch of their new packaging featuring NaviLens technology, a high-contrast, scannable code that can be detected from a distance using a smartphone. The technology provides instant audio information and navigation support, helping shoppers with visual impairments identify products more easily and shop with greater confidence.

 

Clare Brosnan, Marketing Director from Robinsons Fruit Shoot said:

“Our research shows that everyone shops differently, and that everyday habits and behaviours can sometimes make shopping more challenging for others, particularly people with visual impairments and additional accessibility needs. At Fruit Shoot, we believe everyone should be able to shop with confidence and independence, especially when choosing products for their family. Introducing NaviLens on our packaging is one way we’re helping to remove barriers, but we also know there’s still more to be done across the industry to make shopping truly accessible for all.”

 

Despite the scale of sight loss in the UK, the findings suggest there is still significant room for improvement when it comes to in-store accessibility. Only 14% of respondents believing supermarkets do enough to support people with visual impairments, while 61% admitted they are unsure, highlighting a lack of awareness around in-store accessibility.

To help raise awareness and promote more inclusive shopping experiences, Fruit Shoot has enlisted the support of best-selling author, broadcaster and charity campaigner Katie Piper who said:

“As a mum with visual impairments, everyday tasks like the supermarket can be far more difficult than people realise. Being able to quickly identify products and move around a store independently can make a huge difference, not just practically, but emotionally too. Accessibility isn’t about special treatment; it’s about giving everyone the chance to shop with confidence and dignity.”

 

Encouragingly, 37% said they would be more likely to buy from a brand that actively supports accessibility for all customers. And while 79% said they would offer help if they saw someone struggling in-store, 88% admitted to being guilty of supermarket ‘sins’ that could cause difficulties, such as blocking aisles (16%), leaving items in the wrong place (25%) or leaving shopping trolleys unattended (15%) – all being small actions that can have a big impact on accessibility.

The Royal Society for Blind Children (RSBC) welcomed the introduction of accessible packaging as a positive step forward. RSBC Chief Operating Officer, Lily Rose, said:

“As a charity supporting children and young people with vision impairment, we know that a trip to the supermarket can be an overwhelming experience. What should be an easy daily task can become a real barrier to independence, from simply reading a label to navigating crowded aisles or locating the right products. That’s why innovations like NaviLens technology on Fruit Shoot bottles are so important. This development isn’t just about convenience. It’s also about accessibility and dignity, so that blind and partially sighted young people can feel fully included in everyday life. We’re delighted to see Fruit Shoot taking such meaningful steps to make their products more accessible, and we hope this encourages many more brands and retailers to think inclusively too. Even small changes can make a real difference to children with vision impairments and their families.”

 

 

THE 10 MOST COMMON SHOPPING FRUSTRATIONS:

1.       Long queues at checkout

2.       People blocking aisles

3.       Items out of stock

4.       Crowded aisles

5.       Prices not clearly displayed

6.       People walking slowly

7.       Incorrect pricing

8.       Hard-to-find items

9.       Someone taking too long to pay

10.     Wobbly shopping trolley wheels

 

 

  -ENDS-

For more information or images, please contact the Britvic team on group.britvic.consumer@cirkle.com or 01494 731750

 

 

Notes to Editors

About Fruit Shoot

Fruit Shoot is the kids’ drinks brand on a mission to fuel everyday adventures. Made with real fruit, no added sugar, and no artificial colours or flavourings, Fruit Shoot offers great tasting hydration that parents trust and kids love. With its convenient, re-sealable sports cap and range of flavours, Fruit Shoot is designed to keep up with active, on-the-go families.

Part of the Carlsberg Britvic portfolio, Fruit Shoot has been a family favourite for over 20 years and continues to champion confidence, creativity, and active play for children everywhere. 

For more information, visit https://carlsbergbritvic.co.uk/ or follow us on Instagram https://www.instagram.com/fruitshootuk/

 

About NaviLens Technology

NaviLens is an innovative visual marker and navigation system designed to make environments more accessible for people who are blind or partially sighted. Using high-contrast, color-coded tags that can be read from a distance, at wide angles, and without precise focus, the NaviLens app instantly recognises these markers and delivers contextual information such as navigation guidance, public transport details, or product and exhibit information.

Unlike traditional signage or QR codes, NaviLens enables fast, reliable, and independent orientation, helping users move confidently through public spaces, supermarkets, museums, transport systems, and urban environments. By combining cutting-edge technology with inclusive design, NaviLens empowers greater autonomy and accessibility in everyday life.

More information can be found here: https://www.rsbc.org.uk/pages/about

 

About RSBC

Founded in 1838 by Thomas Lucas to teach blind children to read, RSBC is a UK charity which supports blind and partially sighted children and young people and their families.

It is the only national charity focused solely on vision impaired children and young people from birth to 25 years of age. RSBC’s aim is to help ensure that every blind and partially sighted child and young person has the skills and confidence to live their life without limits.

While education and learning remain at the heart of RSBC, the charity also provides a range of community-based services as well as family support services.

There are an estimated 37,000 blind and partially sighted children and young people in England and Wales, and every day, four more children are diagnosed with sight loss.

The Royal Society for Blind Children is a charity registered in England and Wales (307892)