Why it matters: The new polling suggests economic pressures may be directly influencing voting intentions, with Reform UK potentially positioned to capitalise on discontent across Suffolk, Essex, Cambridgeshire and Norfolk if a general election were held tomorrow – though much could change before voters next go to the polls.
The details: The research, conducted by Ipswich-based communications agency PLMR Genesis in partnership with Electoral Calculus, found rising food prices topped voters' concerns at 58%, closely followed by energy bills at 50%.
Other key cost of living pressures included:
Taxation (33%)
Rent and housing costs (29%)
Wages and income support (21%)
The political impact: The seat-by-seat polling suggests a potential political earthquake across the region if voting patterns remained unchanged, with Labour predicted to lose every single seat in Suffolk, Essex, Cambridgeshire and Norfolk.
According to the poll, Reform would win seven out of eight seats in Suffolk, with the Greens holding Waveney Valley. Reform would also dominate Essex with 15 out of 18 seats, Cambridgeshire with five out of eight seats, and Norfolk with eight out of ten seats.
By the numbers: Nationally, the poll puts Reform on 31% of the vote, making it the largest party and on course to win 335 seats – enough to form a small overall majority. The Conservatives would be in second place on 21% with 92 seats, followed by the Liberal Democrats on 11% with 60 seats, Labour on 17% with 41 seats, and the Greens on 12% with 52 seats.
What they're saying: Tim Miller, managing director of PLMR Genesis, said: "This polling reflects just how much the cost of living is weighing on people's minds right now. Across the East of England, we are seeing that the price of the weekly shop and the rise in energy bills are the biggest factors influencing how people plan to vote."
He added: "Labour will be well aware that they have a mountain to climb to win back the region. But whilst the polling is challenging for them today, there is still plenty of time to turn it around. Change is never quick enough but, to recover ground before the next election, they have to move beyond policy and ensure people genuinely feel they are better off with more money in their pocket."
The bigger picture: Martin Baxter, founder of Electoral Calculus, said: "Labour is suffering double trouble from the rise of Reform on the right, and the growth of the Greens on the left. But there is still some hope for Labour."
He noted that the newly-launched Your Party is now polling at around 2% and about four seats, down from three months ago, and suggested Labour might capitalise on "the sketchiness of Reform and Green economic plans" given economic issues are very important to voters.
For context: The fieldwork was conducted between 1-8 December 2025 among 5,596 GB adults using multi-level regression and post-stratification (MRP).
The bottom line: The polling suggests food prices and energy bills are dominating voters' concerns, potentially driving a significant political realignment across the East of England. However, with the next general election not due until 2029, much could change before voters return to the ballot box.
