The UK’s Top 10 most regularly purchased sustainable foods are revealed in an independent survey of the nation’s sustainable shopping habits: Brits are shopping more healthily and sustainably than they may believe.
The average UK adult spends £86.44 on their weekly grocery shop, with 30% dedicated to sustainable and organic food items
- 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.
“Our research shows just how many people buy and eat sustainable food daily, including organic. You might think your shopping basket isn’t particularly green, but with the likes of Fairtrade and organic products as top buys, you’d be surprised how environmentally and health minded you are. “
“Eating sustainably doesn’t have to be complicated or pricey. Good everyday basics make a difference to your health and the planet. Our ranges like Clipper Teas, Whole Earth peanut butter, and Kallo snacks, are organic and plant-based, essential for a more varied diet.”
Emma Vass, CEO at Ecotone UK
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
“UK consumers are increasingly open to sustainable food choices, with organic products making up 1.2% of expenses. This is a remarkable opportunity to boost sustainable eating, especially compared to France, where the figure is five times higher, or Denmark, where it’s ten times higher adds Stendert Krommendam, Ecotone Chief Sustainability Officer.”
Stendert Krommendam, Ecotone Chief Sustainability Officer.
* 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).
👉 For more information, visual assets or for an interview, contact us.
