Shoppers aim to buy more ethical food

MORE than one-in-three shoppers expect to be buying more local and regional food in the future, with consumers also showing a growing appetite for ethically produced food.

A study this week from the Institute of Grocery Distribution (IGD) showed that 38 per cent of British consumers said they expected to be buying more local food in the coming months – with local supplies the top issue that interested them when it came to buying food ethically.

Shoppers are also increasingly keen to buy food which is classified as Fairtrade and organic, with consumers also keen on buying food produced to high standards of animal welfare – something Britain is a European leader on.

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IGD chief executive Joanne Denney-Finch said: "Shoppers expect to buy more across all categories of ethical food and drink products. For grocery businesses across Europe this presents a big challenge and a huge opportunity. The industry is continuing to invest in both ethical products and sustainable ways of working."

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