More shoppers to cook or bake from scratch

28 November, 2011

New research has suggested that a generation of shoppers are cooking more from scratch, aspire to shop ethically and waste less food.

The study by IGD ShopperTrack research conducted a demographic breakdown comparing shoppers aged under 35 with those aged over 35

It found that more than half, 51%, claim they will be cooking more from scratch – compared to 30% of over-35s.

Joanne Denney-Finch, chief executive, IGD, said: “This is great news for the whole food chain in the UK. The last 20 years have seen a foodie revolution as people have grown up watching celebrity chefs like Jamie Oliver, Nigella Lawson and Gordon Ramsay. The under-35s have travelled abroad more than their parents and grandparents. They are more aware than ever of the challenges facing our global climate. And the internet has brought recipes from around the world direct to people’s kitchens.

“Our food industry continues to provide shoppers with a wide range of great quality, tasty food from around the world. They are well-placed to please younger shoppers who are more concerned with ethics, the environment and animal welfare and who select their supermarket based partly on its commitment to environmental sustainability.”

The study also found:

• 26% of shoppers under 35 expect to buy more organic food over the next 12 months, compared to 13% of over-35s

• 43% of younger shoppers are cooking more with leftovers (compared to 30% of over-35s)

• 30% are prepared to pay extra for premium quality food (compared to 16% of over-35s)

• 19% of the under-35s aspire to use specialist stores (like butchers, bakers and fishmongers) more over the coming 12 months (compared to just 8% of over-35s)





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