Young shoppers more likely to shop ethically than older consumers, IGD study finds

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Shoppers aged under-35 are more likely than their older counterparts to shop ethically, cook from scratch and are more than twice as likely to think they will be better off in the year ahead, according to research from IGD ShopperVista.

Under-35s are twice as likely to:

  • Say they will buy more organic over the next year (23% vs 11% of over-35s)
  • Want to use specialist stores, like butchers and greengrocers, more in the future (18% vs 9%)
  • Believe they will be better off in a year’s time (28% vs 12%)

Joanne Denney-Finch, chief executive, IGD, said: “It’s encouraging that younger people are so optimistic about the future and also more likely to want to make a difference to the world. Shoppers under-35 are  more interested in supporting workers in developing nations, through Fairtrade for example, and considering a retailer’s values and approach to sourcing products.

“As well as wanting to do the right thing, younger people are more interested in cooking from scratch, using leftovers to waste less, and spending a little more on food and drink to make a nice meal or have a treat if they have spare money at the end of the month.

“The under-35s have grown up with high profile ethical campaigns by celebrity chefs. They are tech-savvy and have lived through an era of cheap international travel – so they’ve experienced global cultures and cuisines, and enjoy eating world foods on their return home. Shoppers aged 25 to 34 are almost twice as likely as older ones to request more Vietnamese, Moroccan and Caribbean foods from British retailers.

“These trends provide opportunities for retailers and food manufacturers to target younger shoppers with targeted marketing and new products that will chime with their more optimistic outlook.”