Every time we go grocery shopping, we’re faced with a choice; do we opt for ethical and sustainable products, or do we choose the cheapest available?
It’s a tough choice for shoppers in times of such economic uncertainty, but it’s in our supermarkets where we can have a tangible impact on both people and the planet.
I was pleased to discover recently, through a research project commissioned by Wessanen UK, that a growing number of Brits consider themselves to be an ethical or sustainable shopper and are willing to pay more for brands they trust to have strong ethical and sustainable credentials.
While this is brilliant news, there is so much more to be done to show shoppers why it’s worth shopping sustainably.
Raising awareness is key
Clipper Teas, one of the founding Fairtrade brands, launched a campaign last year called acTEAvism. The idea was to show consumers how Fairtrade supports tea producers and their families, and how organic sourcing can help the environment. It’s an important message and one that people need to hear.
Raising awareness is one way we can help shoppers make better choices for the planet, but for many price and availability are big barriers. Over half (52%) of our survey respondents said that price parity with non-sustainable or non-ethical goods would persuade them to buy more ethical and sustainable products while 47% felt wider availability would make a difference.
Environmental impact
The environment is high on people’s priorities as we look ahead to 2020 and, thanks to programmes like Blue Planet, awareness around plastic pollution has grown. When Wessanen UK asked UK adults what they considered most important to reduce the impact of humans on the planet, 66% said to reduce the use of plastics in packaging and 55% said to increase the amount of waste that can be recycled. Half of those surveyed also said that reducing greenhouse gases was also important.
It shows that with environmental issues in the media spotlight in 2019, people are beginning to recognise the importance of looking after our planet. Concern for the environment will have a big impact on how people shop for groceries in the future. And while the organic market has grown significantly, there is still huge potential; it makes up just 1.5% of the total food market in the UK.
Small changes
You don’t need to make big gestures to have a positive impact on the planet and the lives of people around the world. Making small changes in our shopping choices can make the world of difference.
It’s about changing the way we think about value when it comes to shopping and appreciating the priceless value of ethical and sustainable food production to our world.
By Emma Vass
Emma Vass is CEO at Wessanen UK, the natural and organic food company that’s home to pioneering brands Clipper Teas, Kallo, Whole Earth and Mrs Crimble’s. A B Corp® certified business, Wessanen UK creates healthier, sustainable products, empowering people to make better choices both for themselves and for our planet. To find out more about Wessanen UK’s report on the sustainable grocery shopper, please visit: https://www.wessanen.com/third-uk-grocery-shoppers-prioritise-planet-price/