Food miles have shot up the consumer agenda, with 40 per cent of adults interested in having more information available to them on how far food has travelled, and 19 per cent already trying to cut down on their own impact by using the country of origin labelling.
The findings, from a survey published by analyst Mintel, have revealed that 53 per cent of British adults believe more needs to be done to promote locally produced food.
The research demonstrates a clear call from consumers for greater transparency regarding retailers’ environmental impact. The survey found 71 per cent of British adults recycle as much packaging waste as they can, with 66 per cent calling for retailers to reduce their packaging. Some 60 per cent would like to see a clamp down on fruit and veg packaging.
More than 67 per cent of adults attach some importance to the ethical and environmental policies of the shops they frequent. “Response rates at this level indicate that retailers can expect good levels of receptivity among customers to relevant [ethical and environmental] initiatives,” said Mintel.
But more than four in 10 people are “apathetic” to these issues, said Mintel, with Asda, Tesco and Morrisons drawing in the highest proportion of “unconcerned” shoppers. Mintel warns these retailers may find their customers unresponsive to change, emphasising the need for strong communication from retailers to raise awareness.
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