Ethical food shopping is now mainstream in Europe, and British shoppers lead their European counterparts when it comes to shopping ethically, new research from international food and grocery expert IGD reveals today.

Tens of millions of shoppers across Europe regularly consider factors such as organic, Fair Trade or local sourcing when making food purchasing decisions. Furthermore, British shoppers are significantly more likely to purchase ethically, IGD’s Ethical Shopping in Europe report shows.

“Until recently, ethical food shoppers were seen as niche. Now as many as seven out of ten Europeans we surveyed buy ethically at least some of the time, and a quarter are dedicated shoppers who consider two or more ethical factors when shopping,” Chief Executive Joanne Denney-Finch told IGD’s Global Retailing conference.

“Priorities vary across Europe: the French are most interested in environmental issues; the Dutch are concerned about animal welfare; local sourcing is a priority for Poles whereas British shoppers are interested in a wide range of ethical issues. But there is immense growth potential for brands that can develop and emphasise ethical credentials, and tailor them to local markets at the appropriate time,” she added.

The report unveils strikingly different behaviours and priorities around Europe.

• Britain is at the forefront of the ethical shopping market, with 41% incorporating more than one ethical issue into their buying decisions. British shoppers are most likely to follow through their interest in ethical products into actual purchases and in particular, more likely to buy free range or Fair Trade products.
• One in three (34%) German or Dutch shoppers are dedicated ethical shoppers.
• 31% of French shoppers are dedicated ethical shoppers. However, France has an additional 37% of shoppers who only sporadically buy ethical products.
• Fewer than one in seven Spaniards (12%) or Poles (14%) are dedicated ethical shoppers.
• Price (54%) and availability (36%) are seen as key barriers to the further growth of ethical shopping across Europe.

“The current combination of rising commodity prices and the global credit crunch could slow the rise of ethical shopping but is unlikely to reverse it. Ethical shopping is based on deep-seated beliefs and people will not backtrack on these lightly,” said Joanne.

“Increasingly, shoppers want products that combine ethical advantages, rather than a single issue. The challenge is for companies to communicate and label clearly to help shoppers navigate through this wide range of issues,” she added.

She told delegates that the European food and grocery industry is embracing ethical and sustainable practices but there are clear opportunities for those who go further.

“The winning companies of tomorrow will combine value with sustainability and develop new products and services at a competitive price for increasingly eco-conscious and socially-conscious consumers,” concluded Joanne.

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Notes to Editors:

*For country specific data and analysis on Britain, France, Germany, Poland, Spain and The Netherlands contact: Paul Griffin, Senior Press Officer, IGD. DD: +44 (0)1923 851990. M: +44 (0) 7834 652991.

E: paul.griffin@igd.com.

• IGD provides information, insight and best practice to the food and grocery industry worldwide. For more information, visit: www.igd.com.
• For more information on Ethical Shopping in Europe, visit www.igd.com/ethicalshoppingineurope.
• Shopper data based on interviews with a representative sample of more than 4000 respondents in Britain, France, Germany, Poland, Spain and The Netherlands in April 2008.
• IGD defines five broad types of ethical shopping products:
  • Local, regional or sourced from own country.
  • Respecting animal welfare: free range, displaying high standards of animal welfare or not tested on animals.
  • Environmentally friendly: minimal or reduced packaging; recycled, recyclable or biodegradable packaging; from sustainably managed sources; committed to reducing carbon footprint or not transported by air.
  • Organic.
  • Fair Trade.