RISHI FEELS HEAT ON COST OF LIVING

LABOUR OPENS UP 15-POINT POLL LEAD ON WHO WOULD HANDLE ECONOMIC SQUEEZE BEST | Public 'wants more support to handle crisis of rising prices'

- Nicholas Cecil and David Bond

RISHI SUNAK came under pressure today to act now to help cash-strapped families as a poll showed Labour stretching its lead as the most trusted party on dealing with the cost-of-living crisis.

The Ipsos survey for the Standard found that 37 per cent of adults in Britain most trust Sir Keir Starmer's party to reduce their or their family's cost of living, compared with 22 per cent for the Conservatives. The 15-point gap compares with a nine-point one in March.

The Tories lead as most trusted to grow the economy has also dipped, getting 36 per cent backing for this, unchanged on March, with Labour rising four points from 23 per cent to 27 per cent. As Conservative MPs and business chiefs stepped up calls for the Chancellor to offer more support to households most vulnerable to the financial squeeze after inflation hit a 40-year high of nine per cent, the poll also showed how millions or Britons are already making cutbacks.

Women in particular are looking for savings in household budgets including on food purchases, buying fewer premium brands, holidays, luxuries and travel as petrol and diesel prices continue to climb to new highs.