According to the new report launched by food safety certification experts Lloyds Register, three quarters of UK shoppers want supermarkets to stock ethical and sustainable food.
Furthermore, 72% also expect them to know the specific ingredients of all products sold, regardless of how complex the supply chains in the countries of origin may be.
Analysis and Comments
The report reveals two interesting points; 1) consumers continue to be increasingly concerned about food safety and sustainability 2) but while in principle this affects their purchasing decision, price is still a key driver, raising the question ‘at what cost’ people will choose more sustainable options.
