The food and grocery industry is shaped by the needs and concerns of the consumers it serves.

A global recession has clearly had an impact on consumer behaviour - shoppers are scrutinising every penny they spend, ensuring they get best value for money but at the same time not abandoning their ethics and moral beliefs. They are interested in local foods, have mixed opinions about genetically modified (GM) food, and they have maintained a reasonably high level of trust in the industry - two-thirds of shoppers have a high or medium level of trust in food and grocery companies.

Consumer research underpins everything we do at IGD. Our ability to get to the heart of shoppers' attitudes enables us to offer invaluable research and strategic insight across our industry. In this section you’ll find factsheets and articles about shoppers and consumers.

Many of our members choose to work with us on commissioned research projects covering a range of business priorities from brand awareness to product testing.