Food market research firm IGD found that:
- 26 per cent of shoppers under 35 expect to buy more organic food over the next 12 months, compared with 13 per cent of over-35s.
- 51 per cent of younger shoppers claim to be cooking more from scratch (over-35s, 35 per cent).
- 30 per cent of younger shoppers are prepared to pay extra for premium quality food (over-35s, 16 per cent).
IGD chief executive Joanne Denney-Finch said: "Our food industry is well placed to please younger shoppers who are more concerned with ethics and the environment and who select their supermarket partly on its commitment to environmental sustainability."