‘Most Britons believe in buying sustainably produced grocery’

Britons are more favourable towards sustainable grocery as most households feel it is important to buy sustainably produced essentials, states a new report. 

According to recent data by NielsenIQ, 60 percent of UK households say it is important to buy sustainably produced groceries. Also, some 57 percent of UK consumers believe that companies should be taxed heavily if they are producing or promoting unhealthy choices.

NielsenIQ reveals that 54 percent of UK consumers pay attention to labelling/food nutritional values when grocery shopping, with sugar ( 45 percent), fat ( 41 percen) and salt ( 31 percent) content having the biggest impact on purchase decisions.

The three most important concerns about grocery products for UK shoppers are reducing food waste ( 45 percent), buying local/British ( 36 percent) and minimal/no packaging ( 26 percent), states the report.  

However, shopping behaviour did not always reflect this sentiments of willingness to switch to sustainable product packaging. Recent data from NielsenIQ for the week ending 4th June shows that value sales for bagged salad rose +2.7 percent versus the same period the previous year, while total salad declined by -4.8 percent. This is also the case for prepared fruit (+15.6 percent), compared with total fruit (-3.9 percent).

Consumer attitudes towards reducing meat consumption is also one of the symbols of the broader ‘better for the planet, better for the people’ consciousness. In a NielsenIQ survey conducted in November 2021, 2.7 million households in the UK had a vegan or vegetarian, while 10.5 million households said they were replacing meat-based meals with vegan or vegetarian alternatives at least once a week.

However, a challenge for shoppers is combining this desire for less meat consumption with managing budgets. NielsenIQ data shows that meat alternative mince is 26 percent more expensive per kilo than beef mince. 

Commenting on the findings, Katrina Bishop, UK thought leadership activation manager at NielsenIQ, said: “With 49 percent of households focusing on value for money when buying new food and drink products, UK shoppers find themselves in a bit of a fix as they struggle to balance tight budgets with their health and sustainability values.

“We may see a slight shift in priorities from shoppers as they seek to find alternative ways to balance this. For example, cutting back on grocery spending and on meat may result in cooking with fresh vegetables rather than seeking out meat alternatives.”