Joanne Denney-Finch, chief executive, IGD, said: “The under-35s have grown up with high-profile ethical campaigns by celebrity chefs. They are tech-savvy and have lived through an era of cheap international travel – so they’ve experienced global cultures and cuisines, and enjoy eating world foods on their return home.
“Shoppers aged 25 to 34 are almost twice as likely as older ones to request more Vietnamese, Moroccan and Caribbean foods from British retailers. These trends provide opportunities for retailers and food manufacturers to target younger shoppers with targeted marketing and new products that will chime with their more optimistic outlook.”
Retailer’s values and sourcing policy
Its ShopperVista research revealed that younger shoppers were more interested in supporting workers in developing nations, through Fairtrade, and considered a retailer’s values and approach to sourcing products.
They were also twice as likely to buy organic – with 23% preferring the produce to conventionally produced food.
The under 35s were twice as likely to shop at specialist stores, such as butchers and greengrocers, according to 18% of those polled, while 28% thought they would be better off in a year’s time, compared with 12% of older shoppers.
“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 a little more on food and drink to make a nice meal or have a treat if they have spare money at the end of the month,” said Denney-Finch.