More than half of Britons are cutting back on heating, takeaways and clothes shopping, with the number of people worrying about having enough money to make ends meet having risen for the first time since 2011.

Market research firm Nielsen said 60% of Britons are seeking to reduce their electricity bills, 58% have cut back on expanding their wardrobes, 57% have cut out takeaways and 55% are switching to cheaper brands in the supermarket.

The personal cutbacks come as UK consumer confidence recorded its first drop since the last quarter of 2011.

The Neilsen poll of 30,000 people found consumer confidence in the last three months of last year dropped three points to 84, with levels above 100 indicating optimism, and levels below that indicating pessimism.

Britons' confidence had reached a six-year high of 87 in the previous quarter.

Chris Morley, managing director of Neilsen UK and Ireland, said: "British consumers are increasingly recognising improvements in the economy, but they are still cautious and likely to continue to modify their buying and consumption habits to save money.

"This is in stark contrast to confidence levels in Germany, for example, where consumer cost-cutting is almost half the level it is here."

German confidence is ahead on 95, up 3 points on the previous quarter.

But, Britons are significantly more confident that the French (down 10 to 61), the Spanish (up 2 to 56) and Italians (down 3 to 44).