In a new survey of 2,000 UK adults commissioned by the brand owner Ecotone, Fairtrade, organic, taste and health are all dominant factors when it comes to the weekly shop.
The average weekly shop is now made up of 30% sustainable foods – with Fairtrade bananas, chocolate, coffee and tea taking the top spots – and 38% of consumers are choosing organic products as part of their daily meals.
The survey, conducted by Censuswide, explored nine food categories, focusing on their social and environmental benefits, such as zero-waste, crop rotation, natural products, minimal processing and organic certification. The top weekly purchases per category included: Quorn (plant-based meat and fish); kidney beans (legumes, lentils and pulses; oats (grains); bananas (topping both the Fairtrade and organic fruits categories); oat milk (dairy alternatives); tomatoes (organic veg); peanuts (nuts and seeds); and cereal bars (snacks).
While price (36%) was found to be a key driver for buying sustainable products, environmental impact (35%), taste (35%) and health (34%) also ranked highly.
Although a third of respondents define ‘sustainable food’ as ‘made with organic ingredients’, 37% as being ‘free from harmful pesticides and chemicals’ and 27.5% going with ‘promotes biodiversity’, over 14% believe there is no clear definition of sustainable food, something that Ecotone says it is determined to address.
“Eating sustainably doesn’t have to be complicated or pricey. Good, everyday basics make a difference to personal health and the planet”
“Our research shows just how many people buy and eat sustainable food daily, including organic,” says Emma Vass, CEO at Ecotone UK, commenting on the results. “While many shoppers may think their shopping basket isn’t particularly green, Fairtrade and organic products featured as top buys, suggesting that people are more sustainably-minded than they realize. Eating sustainably doesn’t have to be complicated or pricey. Good, everyday basics make a difference to personal health and the planet. Our ranges like Clipper Teas, Whole Earth peanut butter, and Kallo snacks, are organic and plant-based, essential for a more varied diet.
“It’s good to see that almost one-third of shoppers define sustainable food as ‘organic’ and hopefully that number will continue rise. This is what we believe. Organic is the future of food.”
Adds Stendert Krommendam, Ecotone chief sustainability officer: “UK consumers are increasingly open to sustainable food choices, with organic products making up 1.2% of expenses. This is a remarkable opportunity to boost sustainable eating, especially compared to France, where the figure is five times higher, or Denmark, where it’s ten times higher.”