Survey shows that younger shoppers favour organic products

A survey carried out by food market research company IGD shows that younger shoppers are twice as likely to buy organic products as those aged over 35. The research also showed other organic trends carried out by younger shoppers.
The company’s recent survey showed that 26 percent of younger shoppers expect to buy more organic produce over the next 12 months, compared with 13 percent of shoppers aged over 35.

Results from the survey also showed that 51 per cent of younger shoppers cook more from scratch, compared to 35 per cent of older shoppers. Younger shoppers are also more willing to pay extra for premium quality food, according to the survey.

Joanne Denney-Finch, chief executive of IGD, said: “Our food industry is well placed to please younger shoppers who are more concerned with ethics and the environment and who select their supermarket partly on its commitment to environmental sustainability.”