Seven in every
ten people say that buying sustainable fish is important, but only
30 per cent say that they buy sustainable fish, because a third of
people aren’t sure how to choose sustainable fish products and are
confused by labelling, according to research published by Defra
today.
The figures show the need for retailers and producers to make
sure labels are clear and effective, and to understand the
difference between what consumers care about and what they
actually feel able to buy in their weekly shop.
The survey looked at people’s attitudes to animal welfare,
British seasonal produce, ethical produce, a healthy balanced
diet, sustainably sourced fish and environmental sustainability by
examining consumers’ purchase choices on products that illustrate
those principles.
Almost all households rated healthy foods as being the most
important of these considerations with 80 per cent of people
rating it as the most important factor affecting their buying
decisions.
While people rated buying British seasonal produce and whether
their food was produced ethically as the least important choices
on the list, nearly two thirds of people still considered these to
be important considerations when buying food with most shoppers
saying they actively seek to buy healthy foods (82 per cent) and
British seasonal produce (72 per cent).
The figures indicate that people’s preferences don’t always match
what they ultimately buy, with price being a major factor in many
people’s buying decisions.
When it comes to seasonal fruit and vegetables, a third of people
do not look to buy it because they think it is too expensive, and
40 per cent say they want a wider choice of foods. However, of
those people who do look to buy seasonal fruit and vegetables
almost half of them think seasonal food tastes better and two
thirds prefer to buy according to the season, with 30 per cent
saying they want to support British farmers.
Food Minister Jim Paice said:
“While price is understandably important, this survey confirms
that lots of other factors like concerns about healthy eating and
where food comes from influence how people fill their shopping basket.
“One of Defra’s core aims is to support British farmers so they
can to continue to deliver the best produce sustainably, and it’s
clear this is what consumers want too.”
Findings from the 12-month research project into food purchases
show that:
more than two thirds of people consider buying British produce
important and almost three quarters look to buy British fruit and
vegetables;more than three quarters of people think animal welfare
is important but only two thirds seek out free range eggs and only
half try to buy free range chicken;70 per cent of people say
buying sustainable fish is important but only 30 per cent say that
they do so;almost two thirds of people say that buying ethical
products is important, and 30 per cent seek out Fairtrade tea and
coffee; andthe same number of people who think it’s important to
buy healthy produce say they do so – 80 per cent of people.
Note to editors:
The full research can be found at http://www.defra.gov.uk/statistics/foodfarm/food/
43/11
Contacts:
Defra Press Office
Phone: 020 7238 6600
NDS.DEFRA@coi.gsi.gov.uk
Amanda Waller
Phone: 020 7238 5608
amanda.waller@defra.gsi.gov.uk