A new study suggests that around two thirds of people in Britain now consider themselves ‘ethical or sustainable grocery shoppers’, and 36% say ethical or sustainable considerations are the most important factor in their grocery shopping. However, price is still a barrier for many when it comes to making such choices.
In the research by Wessanen UK, the owner of brands such as Clipper Teas, Kallo, and Whole Earth, 44% of consumers also said they ‘always’ or ‘often’ look to buy ethically and/or sustainably produced groceries.
Meanwhile, 34% stated that they would be willing to pay more for products which are certified ethical, with the same proportion saying they would pay more for products which use less plastic and packaging.
The Co-op ranked highest as the supermarket that helps British shoppers live ethically and sustainably, closely followed by Tesco, Waitrose, Sainsbury’s and M&S.
Fairtrade was found to be the most recognised ethical label, with 62% claiming to actively look for this logo when grocery shopping.
Wessanen highlighted that shows like the BBC’s Blue Planet has prompted over a third (37%) of respondents to think more sustainably, and concern for the environment is now a driver for conscious purchasing for over a half of consumers (54%). The other key reasons cited during the study for buying sustainable or ethical groceries included being ‘the right thing to do’ (48%) and buying products because they are produced more honestly and fairly (48%).
Despite 60% of Brits self-identifying as ‘ethical or sustainable shoppers’, the research also found that price is still a barrier for many, with 76% of respondents overall citing ‘low prices and good value’ as the most important considerations when buying groceries – still more than double the 36% for whom the impact on the planet is the most important factor.
Emma Vass, CEO at Wessanen UK, commented: “It’s really encouraging to see positive ethical shopping intentions and wider sustainable behaviours are on the increase, although people’s desire to do good is still often superseded by their desire to save money.”
The company’s research also explored factors that could persuade shoppers to buy ethical or sustainable products more often. 35% said clearer labelling would help, 47% felt wider availability would make a difference, and just over half (52%) said that price parity with non-sustainable or non-ethical goods would sway them. Indeed 39% of shoppers felt that ethical and sustainable products should be the same price as ‘normal’ products, although another 39% said a price premium of up to 10% was fair.
“In these tough economic times, it’s natural that price is a key consideration for many grocery shoppers,” said Vass.
“But it’s worth remembering that lower costs at the till can often mean higher costs to the environment. We’re determined to reframe the way people think about value when grocery shopping – away from just price, and towards a wider appreciation of the priceless value of ethical and sustainable food production to our world.”
NAM Implications:
- The global dilemma is flatline demand…
- …arising from economic/political uncertainty…
- …where any growth comes at the expense of available competition.
- ‘Solution’: Always deliver more than it says on the tin, every time…
- Then comes Ethical & Sustainable…
