Consumers under 35 are twice as likely to say they will buy more organic over the next year than their older counterparts, according to new IGD research.
Some 18 per cent of this age group want to use specialist stores, like butchers and greengrocers, more in the future compared to only nine per cent of the over-35 age group.
Shoppers aged under 35 are also more likely than their older counterparts to shop ethically and cook from scratch.
And almost 30 per cent of under 35s think they will be better off in a year’s time.
Chief executive of IGD, Joanne Denney-Finch, said these trends provide opportunities for retailers and food manufacturers to target younger shoppers with marketing and new products that will chime with their more optimistic outlook.
She said: “As well as wanting to do the right thing, younger people are more interested in cooking from scratch, using leftovers to waste less, and spending more on food and drink to make a nice meal if they have spare money at the end of the month.
“It’s encouraging that younger people are so optimistic about the future and also more likely to want to make a difference to the world. Shoppers under 35 are more interested in considering a retailer’s values and approach to sourcing products.”
