IGD has dubbed a consumer group that makes foodie claims the “Jamie Oliver generation”.
According to the ShopperTrack study, shoppers aged under 35 are twice as likely to want organic food as those over 35. IGD researchers also found they are more likely to cook from scratch and that they aspire to shop ethically and waste less food, meaning they use more leftovers.
IGD chief executive Joanne Denney-Finch said: “This is great news for the whole food chain in the UK. 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.”
She said the fact that the new generation is better traveled than the older is also a factor.
“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,” said Denney-Finch.
“Our food industry continues to provide shoppers with a wide range of great quality, tasty food from around the world. 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.”
The study surveyed 1,000 shoppers during October.
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