Londoners revealed as eco friendly shoppers, Kantar survey finds

When it comes to product choice, new research can reveal that the capital’s consumers are influenced by brands and products that are ‘ethically sourced’ and those that have ‘eco-friendly, sustainable packaging’.

Commissioned by Product of the Year – the UK’s biggest survey of product innovation and conducted by Kantar – the world’s leading research data and insight company, the study asked 10,000 consumers to identify the most important factors when choosing products.

Bucking the national trend, one in four London consumers (25%) cited ‘ethical sourcing’ as a primary factor (20% nationally) with 26% identifying products with ‘eco-friendly packaging’ as a primary influence – compared to 20% nationally.

Londoners also revealed that they are more likely to choose a ‘well-known, reputable brand’ (39%) with ‘value for money’ (70%) the top ranking factor. Brands that have a positive impact on health and wellbeing (28%) and products that are innovative (18%) were also cited as important factors impacting regarding product choice.

 The study also asked the UK consumer to identify the primary influences when it comes to trying a new product with just over half (52%) citing recommendations from family and friends as the most significant influence. And whilst only 5% (aggregated across all age groups) identified celebrity/influencer endorsement as a factor, this figure is significantly higher amongst Millennial and Gen Z consumers with one in ten (11%) stating that they would be encouraged to try a new product on the basis of influencer endorsement.

Influencers on social media are fast becoming one of the key factors when it comes to brand marketing with Kylie Jenner famously smashing the $1 million per post mark for targeting her 147 million instagram followers.

The research study was conducted amongst UK consumers (16+) in October 2019.