Report

New research has suggested that a generation of shoppers are baking and 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 are more aware than ever of the challenges facing our global climate. And the internet has brought recipes from around the world directly to people’s kitchens."

The study also found that 19% of the under-35s aspire to use specialist stores (such as bakers, butchers and fishmongers) more over the coming 12 months (compared to just 8% of over-35s); 26% of shoppers under 35 expect to buy more organic food over the next 12 months, compared to 13% of over-35s; and 30% of younger shoppers are prepared to pay extra for premium-quality food (compared to 16% of over-35s).