British shoppers are leading their European counterparts when it comes to shopping ethically, new research from international food and grocery expert IGD has revealed.
Tens of millions of shoppers across Europe regularly consider factors such as organic, Fairtrade or local sourcing when making food purchasing decisions - but shoppers in the UK are significantly more likely to purchase ethically, IGD’s Ethical Shopping in Europe report shows.
IGD chief executive Joanne Denney-Finch told the thinktank’s Global Retailing conference: “Until recently, ethical food shoppers were seen as niche. Now as many as seven out of ten Europeans we surveyed buy ethically at least some of the time, and a quarter are dedicated shoppers who consider two or more ethical factors when shopping.
“Priorities vary across Europe, but there is immense growth potential for brands that can develop and emphasise ethical credentials, and tailor them to local markets at the appropriate time,” she added.
The report unveils strikingly different behaviours and priorities around Europe.
Some 41 per cent of Brits incorporate more than one ethical issue into their buying decisions. They are most likely to follow through their interest in ethical products into actual purchases and, in particular, more likely to buy free range or Fairtrade products.
One in three (34 per cent) German or Dutch shoppers are dedicated ethical shoppers.
Some 31 per cent of French shoppers are dedicated ethical shoppers. However, France has an additional 37 per cent of shoppers who only sporadically buy ethical products.
Fewer than one in seven Spaniards (12 per cent) or Poles (14 per cent) are dedicated ethical shoppers.
Price (54 per cent) and availability (36 per cent) are seen as key barriers to the further growth of ethical shopping across Europe.
“The current combination of rising commodity prices and the global credit crunch could slow the rise of ethical shopping, but is unlikely to reverse it. Ethical shopping is based on deep-seated beliefs, and people will not backtrack on these lightly,” said Denney-Finch.
“Increasingly, shoppers want products that combine ethical advantages, rather than a single issue. The challenge is for companies to communicate and label clearly to help shoppers navigate through this wide range of issues,” she added.
She told delegates that the European food and grocery industry is embracing ethical and sustainable practices, but there are clear opportunities for those who go further.
“The winning companies of tomorrow will combine value with sustainability, and develop new products and services at a competitive price for increasingly eco-conscious and socially conscious consumers,” concluded Denney-Finch.
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