Shoppers aged under 35 are considerably more likely to buy organic produce, use speciality grocery shops and cook from scratch, and are also more optimistic about the economy, according to research from IGD ShopperVista.
It found that under-35s:
- are more than twice as likely to buy more organic over the next year (23 per cent vs. 11 per cent of over-35s);
- are twice as likely to use specialist stores, like butchers and greengrocers, more in the future (18 per cent vs. 9 per cent);
- believe they will be better off in a year's time (28 per cent vs 12 per cent).
IGD chief executive Joanne Denney-Finch said: "As well as wanting to do the right thing, younger people are more interested in cooking from scratch, using leftovers to waste less, and spending a little more on food and drink to make a nice meal or have a treat if they have spare money at the end of the month."
They also tend to be tech-savvy, well-travelled and keen on ethnic cuisine, she added.
"These trends provide opportunities for retailers and food manufacturers to target younger shoppers with targeted marketing and new products that will chime with their more optimistic outlook."