New research by market analyst IGD has found that UK shoppers under the age of 35 are twice as likely to want organic food as those over 35, while they are also more likely to cook from scratch, aspire to shop ethically and waste less food.
The ShopperTrack data revealed that some 26 per cent of shoppers under 35 expected to buy more organic food over the next year, compared with 13 per cent of over-35s, with 51 per cent of under 35s cooking more from scratch (over 35s = 35 per cent).
In addition, 43 per cent of the younger demographic are cooking more with leftovers, compared with 30 per cent of over 35s, while 30 per cent of under 35s are prepared to pay extra for premium quality food, up from the 16 per cent of over 35s.
'This is great news for the whole food chain in the UK,' said Joanne Denney-Finch, chief executive at IGD. 'The last 20 years have seen a foodie revolution as people have grown up watching celebrity chefs like Jamie Oliver, Nigella Lawson and Gordon Ramsay.
'The under-35s have travelled abroad more than their parents and grandparents,' she continued. 'They are more aware than ever of the challenges facing our global climate. And the internet has brought recipes from around the world direct to people's kitchens.
'Our food industry continues to provide shoppers with a wide range of great quality, tasty food from around the world,' Denney-Finch added. 'They are well placed to please younger shoppers who are more concerned with ethics, the environment and animal welfare and who select their supermarket based partly on its commitment to environmental sustainability.'
