IGD is calling on the grocery industry to work together so that shoppers don’t completely sacrifice sustainability for price as inflation soars and the cost of living crisis worsens.
With 40% of shoppers forecast to be in fuel poverty by the end of the year, IGD expects many shoppers to be focusing more on value for money in the coming months over shopping sustainably.
Speaking at the ShopTalk Europe event in London yesterday, IGD CEO Susan Barratt said: “Shoppers are having a hard time of it right now. We know from our ShopperVista data that sustainability is an important topic to shoppers, but the cost-of-living crisis is already impacting the trade-offs between affordability and sustainable shopping.
“While we can see this shift in behaviours starting to take effect, it’s still early enough in the day for industry to really engage on the issue and take steps to show shoppers that sustainable shopping doesn’t have to come at a price premium.”
She added: “This is a time for industry to lead on sustainability. IGD’s collaborative programmes are proving that industry can help consumers make informed choices and reduce costs for business and consumers, so we encourage businesses to join us in this work to make sustainable shopping a way of life for shoppers.”
