Increasing inflation and the cost-of-living crisis having effect on sustainable shopping, survey reveals

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19th May 2022 11:07 - FMCG

Increasing inflation and cost-of-living crisis having effect on sustainable shopping: A recent study into people’s shopping habits has uncovered that rising costs are having a significant effect on their ability to shop sustainably. However, one in five of UK shoppers said that sustainable shopping was most important to them.
In addition, one in five UK shoppers and one in four German shoppers followed through with buying more sustainable packaging or foods with local ingredients.
The survey by Quantilope polled 1,200 people from both the UK and Germany to feature in the 2022 consumer trends in sustainability report. They, also, found that three-quarters of respondents said they wanted to start shopping more sustainably. 
When asked about which food and drinks brands they choose, eight in 10 Brits said they based their choices on price. However, in Germany, the study found that taste was the leading factor when deciding what brands to buy.
Another disparity between German and British consumers revealed by the survey was that 39% of Germans prioritise buying food with local ingredients; compared to just 19% in the UK.
The study also looked at ways the respondents think they could help support sustainability, with 34% stating they were willing to pay more taxes if the money would be used to help the environment. On the other hand, 39% were opposed to the idea with 27% undecided.
In both the UK and Germany combined, around three-quarters say they actively try to reduce waste (77% of Brits and 71% of Germans). Furthermore, just over half (51%) for both countries say they plan to buy less of items with plastic packaging in the future.
Peter Aschmoneit, chief-executive and co-founder of Quantilope, said: "While consumers expect brands to take responsibility for the sustainability of their products, they are more than willing to do their bit to save the planet. However, there are barriers that need to be removed, or reduced, to make sustainable behaviours easier."

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