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New trends in the UK points toward ethical shopping

23 January 2012

Organics, reducing waste and ethical products are high on the list of priorities for shoppers under the age of 35, reports fruitnet.com

Shoppers in the United Kingdom who are under the age of 35 are twice as likely to buy organic food than those who are over 35. New research, reported by the website fruitnet.com, indicates that the under-35 group is also more likely to cook meals from scratch, is more likely to apply ethical shopping principles and waste less food.

The ShopperTrack data revealed that some 26 per cent of shoppers under 35 expected to buy more organic food over the next year, compared with 13 per cent of over-35s, with 51 per cent of under 35s cooking more from scratch (over 35s = 35 per cent).

In addition, 43 per cent of the younger demographic are cooking more with leftovers, compared with 30 per cent of over 35s, while 30 per cent of under 35s are prepared to pay extra for premium quality food, up from the 16 per cent of over 35s.

"This is great news for the whole food chain in the UK," said Joanne Denney-Finch, chief executive at IGD. "The last 20 years have seen a foodie revolution as people have grown up watching celebrity chefs like Jamie Oliver, Nigella Lawson and Gordon Ramsay.

"The under-35s have travelled abroad more than their parents and grandparents," she continued.

"They are more aware than ever of the challenges facing our global climate. And the internet has brought recipes from around the world direct to people's kitchens.

"Our food industry continues to provide shoppers with a wide range of great quality, tasty food from around the world," Denney-Finch added. "They are well placed to please younger shoppers who are more concerned with ethics, the environment and animal welfare and who select their supermarket based partly on its commitment to environmental sustainability."
 

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