IGD: shoppers look to cook from scratch and grow their own food

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Joanne Denney-Finch: shoppers are trading time for cash

Joanne Denney-Finch: shoppers are trading time for cash

Shoppers are intending to cook more from scratch and grow their own fruit and vegetables in the year ahead, according to the latest IGD ShopperTrack research published today.

More than four in 10 (42% of) shoppers said they plan to do more cooking from scratch over the next six months, more than double the level (19%) in 2008. Over a quarter (28%) said they would grow their own fruit and vegetables and 29% are aiming to make more packed lunches.

Younger people and those with children are the most likely to return to the ‘Good Life’:

Do more growing your own

  • 38% of 25 to 34 year olds (v. 22% of those aged 65+)
  • 38% of shoppers in ABC1 socio-economic group with children (v. 24% of C2DEs with no children)

Do more cooking from scratch

  • 56% of shoppers aged between 18 and 34 (v. 26% of those aged 65+)
  • 53% of shoppers in C2DE socio-economic group with children (v. 36% of C2DEs with no children)
  • 50% of those with children (vs 38% of those without children)

Make more packed lunches

  • 53% of 18-34 year olds (v. 17% of those aged 65+)
  • 46% of shoppers in C2DE socio-economic group with children (v. 19% of C2DEs with no children)

Joanne Denney-Finch, chief executive, IGD, said: “Shoppers are dealing with a number of pressures on their spending power, such as higher fuel prices and taxes.

“They are being very pragmatic about the situation and are not taking it lying down. Shoppers are prepared to trade time for cash in order to maintain their quality of food. Some of the popular ways they are doing this include more cooking from scratch and growing their own fruit and vegetables.

“The demand for allotments has increased significantly, with the number of people on waiting lists for plots soaring seven-fold since 1996. Shoppers also intend to do more planning ahead – with half of them saying they want to look out for promotions before they go out shopping.

“Food manufacturers and retailers are playing their part in helping shoppers economise. They are giving away free recipe cards to help with meal planning, offering various meal deals, a higher number of promotions and introducing or extending budget ranges to help people manage their finances.”