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According to recent research into shopper behaviour from international food and grocery expert IGD, British shoppers are becoming increasingly engaged with standards of animal welfare when buying food, with one fifth of shoppers (20%) now saying that knowing about the standards of animal welfare has become one of their key drivers of product choice. This figure is up from 13% in 2008, according to Shopper Trends 2009, IGD’s latest research.
When asked about concerns they have relating to food production, almost half (46%) of respondents mentioned animal living conditions compared with 38% in 2008. This research proves that consumers remain interested in buying good food and that perhaps, for the first time in years, a higher percentage of earnings is being put into shopping baskets.
Joanne Denney-Finch, chief executive, IGD comments, “As one would expect in the current economic climate, price remains a key driver for shoppers. However, the stronger focus on standards of animal welfare demonstrates that consumers continue to grow more engaged with their food. People are making well-informed decisions on their food choices and looking for value for money without compromising on their values.
“British farmers employ many world-leading practices in animal welfare, so the growing public interest provides an excellent opportunity to differentiate and gain more shopper loyalty.”
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