UK’s first sustainable shopping basket revealed

British grocery shoppers are making more sustainable choices than they may realise, according to new research commissioned by organic food company, Ecotone.

In a survey of 2,000 UK adults, the top ingredients most purchased by shoppers were revealed, finding that Fairtrade, organic, taste, and health are all dominant in weekly food purchases. Fairtrade bananas, chocolate, coffee, and tea all took the top spots.

Sustainable food now accounts for 30% of our weekly shop, with 38% of shoppers buying organic food for everyday meals compared to just 9% for special occasions. Nine different food categories were explored, highlighting their social and environmental benefits, such as zero-waste, crop rotation, natural products, minimal processing and organic certification. The top weekly purchases per category included plant based meat and fish such as Quorn, legumes and pulses, grains, Fairtrade and healthier snacks like cereal bars.

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

Emma Vass, CEO at Ecotone UK, said: “Our research shows just how many people buy and eat sustainable food daily, including organic. While many may think their shopping basket isn’t particularly green, Fairtrade and organic products featured as top buys, suggesting that people are more sustainably-minded than they realise. Eating sustainably doesn’t have to be complicated or pricey. Ranges like Clipper Teas, Whole Earth peanut butter and Kallo snacks, are organic and plant-based, and essential for a more varied diet.”