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Sustainable diets: Helping shoppers

A free report into UK shoppers' attitudes and motivations around adopting a more environmentally sustainable and healthy diet

About this article


The free report includes information on: 

  • How shoppers approach health and sustainability
  • Shopper empowerment
  • Product choice drivers 
  • Shoppers’ attitudes towards choice editing
  • Who shoppers think is responsible   

About 'Sustainable diets: Helping shoppers'

This report reveals the findings from IGD ShopperVista research on the motivations and drivers for shoppers adopting a more sustainable diet.

Top line findings from the report:

  • Our qualitative and quantitative research shows that shoppers are feeling more empowered about sustainable diets, but still require industry to take the lead in this area and to inspire them
  • Nearly half of shoppers say healthy options are important compared to one in five that consider ethical factors
  • More shoppers than in 2009 feel able to positively influence their health, British farmers, the local economy and the way animals are treated through their grocery shopping decisions
  • Sustainability plays an important role when shoppers are choosing between products
  • Shoppers expect industry to take responsibility on nutrition and the environment, to inspire them and provide information to help them make informed choices

How to download your free copy

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