UK: Post Covid consumers more concerned over food provenance
United Kingdom
Published Jun 14, 2021
Tridge summary
Research by agricultural data specialist Proagrica shows that the trend for UK consumers to seek more ethical and sustainable food stuffs has increased over the last year since the Covid-19 pandemic and its restrictions.
Original content
The company surveyed more than 1,000 UK adults, finding that 48% are more concerned about the provenance of their food, using kitemarks to guide their purchases. Nearly three-quarters of the sample (71%) said they are reducing food miles by purchasing local produce, while are 57% cutting their meat and dairy consumption. Just under half the sample (46%) want their meat and or fish to be farmed ethically – opting for free-range poultry and MSC-certified fish. Over one-third of consumers surveyed (37%) claimed to be eating more organic food, with the same proportion choosing more alternative protein products such as plant-based “meat” and soya and pea proteins. Proagrica asked its sample what agriculture could do to improve its environmental record – 48% believed a reduction in pesticide use would be the most important factor with 20% wanting to see better water usage through smart irrigation, rainwater recycling and recovery and other methods. “Our research shows COVID-19 has ...
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