|
Despite the worsening economy, latest figures from international food and grocery expert, IGD, show that ethical shopping for food has not lost momentum.
Favouring Fairtrade
According to IGD’s Shopper Trends 2009 – Food Shopping in a Recession, a quarter of British consumers (25%) have purchased foods that support Fairtrade in the last month, almost three times more than 2006, which was only 9%.
Liking local
The number of shoppers buying locally produced food has almost doubled in the last three years to 27%, compared to 15% in 2006.
Probing for provenance
The number of shoppers who regard country of origin as important when purchasing food has also increased to almost a quarter (23%), compared to 16% in 2006. Additionally one fifth (20%) is concerned about the distance food travels compared to 11% three years ago.
Higher expectations in standards of animal welfare
Knowing about the standards of animal welfare has also increased to one fifth (20%) from 10% in 2006. Additionally almost half (46%) of respondents mentioned animal living conditions when asked about concerns they have relating to food production, compared with 30% in 2006.
Organic the exception
Organic food has lost momentum in the last year. The proportion of shoppers who say they are buying organic food has dropped to 19% compared to 24% in 2008 – the only area of ethical food shopping that has seen a decline, confirming other reports.
Joanne Denney-Finch, Chief Executive, IGD comments: “Consumers are looking again at every option: where they buy, what they eat and how they cook. But they are not about to abandon their tastes, habits and beliefs that have been built up over the last decade or more.
“While becoming increasingly price sensitive in these challenging times, shoppers are not leaving their ethical concerns at home when they go food shopping. The aspiration for high quality, more sustainable food remains, but people are scrutinising closely to get the best value for their values.
“Only organic seems to have suffered a small decline. We believe this is partly due to a swing towards other ethical options, and it is mainly among more casual organic shoppers. A strong core of dedicated organic shoppers remains.”
Ends
Notes to Editors:
- Available for interview: Gerardine Padbury, Senior Business Analyst, Shopper Trends 2009, IGD
- Breakdown of statistics used:
|
|
2006 |
2007 |
2008 |
2009 |
|
I have specifically bought...
...food that has been produced locally in the area I live
...foods that support Fairtrade
...organic food
...foods with high animal welfare standards |
15%
9%
12%
11%
|
18%
18%
18%
11%
|
25%
23%
24%
14%
|
27%
25%
19%
18%
|
|
Country of origin as a driver of product choice |
16% |
19% |
21% |
23% |
|
Distance food travels in relation to food production |
14% |
16% |
16% |
20% |
- Figures from IGD report Shopper Trends 2009 – Food Shopping in a Recession due to be published February 2009. Research based on interviews with 1,051 shoppers in December 2008. The report tracks changing shopper attitudes and behaviour and also features:
- price and other drivers of store and product choice
- planning and meal preparation
- health and wellbeing
- ethics and the environment
- IGD provides information, insight and best practice to the food and grocery industry worldwide and this year, celebrates its centenary year.
For more information contact:
Meeta Darji, Press Officer, IGD DD: +44 (0)1923 851990. M: +44 (0)7590 230455. E: meeta.darji@igd.com
Jon Neal, Communications Manager, IGD DD: +44 (0)1923 851916. M: +44 (0)7770 640448. E: jon.neal@igd.com
|
