Talking Retail Grocery and product news for independent retailers
Neither recession nor the pandemic appear to have dampened increasing enthusiasm for shopping green, says the research, which was commissioned by the food company Ecotone UK whose portfolio includes Clipper Teas, Whole Earth and Kallo.
Although price and quality are still the biggest considerations when buying groceries, this has declined in the last two years, by 17% for high quality and 10% for low prices.
Consumers appear to be seeing the value in paying more for products that are better for the planet with two-thirds (66%) saying they would be willing to pay more for sustainable goods in at least one category of groceries.
The key drivers for sustainable shopping are “concern for the environment” (52%) and “it is the right thing to do” (46%).
The report also found that 40% now consider themselves to be sustainable shoppers, with younger shoppers aged 18-44 dominating that group.
Bryan Martins, marketing and category director at Ecotone, said: “Shopping priorities are shifting. Ethics and sustainability are quickly becoming key factors in making grocery decisions.
“Therefore, it is so important that suppliers and retailers listen and step up.
“A third of UK consumers expect supermarkets and other retailers to advise them to make more ethical and sustainable shopping choices.
“This presents a huge opportunity for retailers to take the lead and point shoppers towards the more sustainable brands in store. “
The organic food and drink market is growing year-on-year with sales of organic produce in the UK rising by 12.6% to £2.79bn in 2020 according to the Soil Association – the category’s highest growth in 15 years.
