The figures show the need for retailers and producers to make sure labels are clear and effective, and to understand the difference between what consumers care about and what they actually feel able to buy in their weekly shop.
The survey looked at people’s attitudes to animal welfare, British seasonal produce, ethical produce, a healthy balanced diet, sustainably sourced fish and environmental sustainability by examining consumers’ purchase choices on products that illustrate those principles.
Almost all households rated healthy foods as being the most important of these considerations with 80 per cent of people rating it as the most important factor affecting their buying decisions.
While people rated buying British seasonal produce and whether their food was produced ethically as the least important choices on the list, nearly two thirds of people still considered these to be important considerations when buying food with most shoppers saying they actively seek to buy healthy foods (82 per cent) and British seasonal produce (72 per cent).
The figures indicate that people’s preferences don’t always match what they ultimately buy, with price being a major factor in many people’s buying decisions.
When it comes to seasonal fruit and vegetables, a third of people do not look to buy it because they think it is too expensive, and 40 per cent say they want a wider choice of foods. However, of those people who do look to buy seasonal fruit and vegetables almost half of them think seasonal food tastes better and two thirds prefer to buy according to the season, with 30 per cent saying they want to support British farmers.
Food Minister Jim Paice said: “While price is understandably important, this survey confirms that lots of other factors like concerns about healthy eating and where food comes from influence how people fill their shopping basket.
“One of Defra’s core aims is to support British farmers so they can continue to deliver the best produce sustainably, and it’s clear this is what consumers want too.”
Findings from the 12-month research project into food purchases show that:
- more than two thirds of people consider buying British produce important and almost three quarters look to buy British fruit and vegetables;
- more than three quarters of people think animal welfare is important but only two thirds seek out free range eggs and only half try to buy free range chicken;
- 70 per cent of people say buying sustainable fish is important but only 30 per cent say that they do so;
- almost two thirds of people say that buying ethical products is important, and 30 per cent seek out Fairtrade tea and coffee; and
- the same number of people who think it’s important to buy healthy produce say they do so – 80 per cent of people.
Leendert den Hollander, Chief Executive of Young's Seafood Limited, said: “We welcome the research showing that consumers are increasingly interested in trying sustainable fish. Our own research shows that 88 per cent of people want to eat more fish, and highlights that consumers now want a greater variety of ways to enjoy sustainably sourced fish.
"Our Fish for Life programme, on responsible fish procurement, helps people choose responsibly sourced fish and we clearly and consistently label all our products so consumers know exactly what they are buying.”
