Customers are intending to cook more from scratch and grow their own fruit and vegetables in the year ahead, according to the latest IGD ShopperTrack
More than 42% of shoppers said they plan to do more cooking from scratch over the next six months, more than double the number (19%) that said the same in 2008. Over a quarter (28%) said they would grow their own fruit and vegetables and 29% are aiming to make more packed lunches.
“Shoppers are dealing with a number of pressures on their spending power, such as higher fuel prices and taxes,” explains Joanne Denney-Finch, chief executive of IGD.
“They are being very pragmatic about the situation and are not taking it lying down. Shoppers are prepared to trade time for cash in order to maintain their quality of food. Some of the popular ways they are doing this include more cooking from scratch and growing their own fruit and vegetables,” she continues.
As a result, retailers are encouraged to stock up on seeds and bulbs, gardening equipment and home baking ingredients. “Food manufacturers and stores are playing their part in helping shoppers economise. They are giving away free recipe cards to help with meal planning, offering various meal deals, a higher number of promotions and introducing or extending budget ranges to help people manage their finances,” adds Ms Denney-Finch.