UK Food Revolution: British Shoppers Turn to Sustainable Choices to Help the Environment

• Average food shopper regularly buys sustainable staples over trendy ‘superfoods’

• Sustainable foods now account for 30% of the average weekly shop
• Grocery shoppers are three times more likely to choose banana rather than flax or chia seeds

• Three times more people buy organic for every day meals than special occasions.

The UK’s Top 10 most regularly purchased sustainable foods are revealed in an independent survey of the nation’s sustainable shopping habits.

The research of 2,000 UK adults, conducted by Ecotone - Europe’s leading organic, plant-based, and Fairtrade food company – found that Brits are shopping more sustainably than they may believe.

Grocery shoppers are three times more likely to choose a banana rather than flax or chia seeds. Twice as many regularly buy kidney beans over quinoa.

Fairtrade, organic, taste, and health were all dominant in weekly food purchases. Fairtrade bananas, chocolate, coffee, and tea took the top spots.

Environmental impact (35%), taste (35%) and health (34%) were equally ranked with price (36%) as motivators for sustainable grocery purchase.

Notably, 38% of shoppers are now opting for organic products for their everyday meals.

A third of those polled define ‘sustainable food’ as ‘made with organic ingredients’, with 37% citing 'free from harmful pesticides and chemicals' and 27.5% mentioning ‘promotes biodiversity’. However, one in seven people believe there is no clear definition of sustainable food; a statistic Ecotone is determined to address.

Amid greenwashing and mixed messages, Ecotone aims to provide clear and consistent information to help consumers make informed decisions. Emma Vass explains: “Our research found that 30% of people define sustainable food as ‘organic’, and that’s what we believe too. It’s the future of food.”

Nine different food categories were explored in the survey, selected due to their social and environmental benefits, such as zero-waste, crop rotation, natural products, minimal processing, and organic certification.

Top weekly purchases per category included:

-          Plant-based meat and fish: Quorn

-          Legumes, Lentils, and Pulses: Kidney beans

-          Grains: Oats

-          Fairtrade: Bananas

-          Daily Alternatives:  Oat Milk

-          Organic fruit: Banana

-          Organic Vegetables: tomatoes

-          Nuts & Seeds: Peanuts

-          Snacks: Cereal bars

ENDS

Notes to editors

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* Online survey conducted by Censuswide among a nationally representative sample of 2,000 UK shoppers aged 18+ (‘shopper’ defined as someone who is fully or partly involved in the deciding which groceries are bought in the household).

Top 20 Sustainable Ingredients:

1. Fairtrade Bananas – 70.75%

2. Fairtrade Chocolate – 67.75%

3. Fairtrade Coffee – 65.25%

4. Fairtrade Tea – 63.95%

5. Oats – 58.65%

6. Fairtrade Fruit Juices – 58.25%

7. Fairtrade Sugar – 55.40%

8. Fairtrade Honey – 52.75%

9. Cereal Bars – 52.45%

10. Peanuts – 51.90%

11. Kidney Beans – 50.05%

12. Brown Rice – 47.15%

13. Cashews – 46.80%

14. Organic Bananas – 44.00%

15. Chickpeas – 43.25%

16. Organic Tomatoes – 42.85%

17. Almonds – 42.50%

18. Fairtrade Cocoa – 41.85%

19. Organic Carrots – 41.80%

20. Organic Potatoes – 40.70%

About Ecotone

Born from an established food company, Ecotone is a mission-led business committed to charting an alternative path to the dominant, industrial food model that is damaging the planet.

Ecotone is a European leader for organic and vegetarian food and was also the first and largest international food business to be fully B Corp certified. Today it holds the highest B Corp score for a multinational food company. Committed to balancing profit with doing good, in 2023 the company turnover was €690 million across six European markets.

The company’s mission is ‘Food for Biodiversity’ - producing healthy, sustainable food in ways that restores and protects the planet. Ecotone offers a broad portfolio of natural, organic and vegetarian foods through Europe’s leading purpose-driven brands including Allos, Clipper Teas, Bjorg, Isola Bio and Whole Earth.

The business employs around 1,600 people and is headquartered in Lyon, France. Its status has been changed to a ‘mission-led business’ according to French law (PACTE).

Find out more >> www.ecotone.bio