NATION’S FIRST SUSTAINABLE SHOPPING BASKET REVEALED

• Sustainable foods now account for 30% of the average weekly shop
• 38% of shoppers are buying organic for everyday meals versus just 9% for special occasions
• Fairtrade and organic are top picks in a reveal of the nation’s sustainable shopping basket

British grocery shoppers are making more sustainable choices than they may realise according to new research* commissioned by Ecotone – Europe’s leading organic, plant-based, and Fairtrade food company.

In a survey of 2,000 UK adults, the top ingredients most purchased by UK shoppers were revealed, finding that Fairtrade, organic, taste, and health are all dominant in weekly food purchases. Fairtrade bananas, chocolate, coffee, and tea all took the top spots.

Grocery shoppers are also three times more likely to choose a banana rather than flax or chia seeds. And twice as many regularly buy kidney beans over quinoa. Notably 30% of the average weekly shop now consists of sustainable foods, and 38% of shoppers are opting for organic products for their everyday meals.

Nine different food categories were explored, highlighting their social and environmental benefits, such as zero-waste, crop rotation, natural products, minimal processing, and organic certification. The top weekly purchases per category included:

• Plant-based meat and fish: Quorn
• Legumes, Lentils, and Pulses: Kidney beans
• Grains: Oats
• Fairtrade: Bananas
• Daily Alternatives:  Oat Milk
• Organic fruit: Banana
• Organic Vegetables: tomatoes
• Nuts & Seeds: Peanuts
• Snacks: Cereal bars

Environmental impact (35%), taste (35%) and health (34%) were equally ranked with price (36%) as motivators for sustainable grocery purchase.

A third of those polled define ‘sustainable food’ as ‘made with organic ingredients’, with 37% citing ‘free from harmful pesticides and chemicals’ and 27.5% mentioning ‘promotes biodiversity’. However, one in seven people believe there is no clear definition of sustainable food, a statistic Ecotone is determined to address.

Emma Vass, CEO at Ecotone UK, comments: “Our research shows just how many people buy and eat sustainable food daily, including organic. While many shoppers may think their shopping basket isn’t particularly green, Fairtrade and organic products featured as top buys, suggesting that people are more sustainably-minded than they realise. Eating sustainably doesn’t have to be complicated or pricey. Good everyday basics make a difference to personal health and the planet. Our ranges like Clipper Teas, Whole Earth peanut butter, and Kallo snacks, are organic and plant-based, essential for a more varied diet.

“It’s good to see that almost one third of shoppers define sustainable food as ‘organic’ and hopefully that number will continue rise. This is what we believe. Organic is the future of food.”

Amid greenwashing and mixed messages, Ecotone aims to provide clear and consistent information to help consumers make informed decisions.

“UK consumers are increasingly open to sustainable food choices, with organic products making up 1.2% of expenses. This is a remarkable opportunity to boost sustainable eating, especially compared to France, where the figure is five times higher, or Denmark, where it’s ten times higher” adds Stendert Krommendam, Ecotone Chief Sustainability Officer.

Ecotone is the world’s highest scoring multi-national food company in the B Corp movement. It is also legally a mission-led company in France where it is headquartered, guided by a commitment to protect biodiversity through organic, plant-based and diverse ingredients.

* Online survey conducted by Censuswide among a nationally representative sample of 2,000 UK shoppers aged 18+ (‘shopper’ defined as someone who is fully or partly involved in the deciding which groceries are bought in the household). Fieldwork ran from 22.05.2024 – 24.05.2024.

Source: Ecotone

  Ecotone, Fairtrade, Food, Organic, Sustainable, UK