Shoppers try the ‘Good Life’
Published:  24 May, 2011

More and more shoppers intend to cook from scratch and grow their own fruit and vegetables in the year ahead, according to new research.

The IGD ShopperTrack found that more than four in 10 shoppers (42%) said they plan to do more cooking from scratch over the next six months – more than double the level (19%) in 2008.

And over a quarter (28%) said they would grow their own fruit and vegetables and 29% are aiming to make more packed lunches.

Younger people and those with children are the most likely to return to the ‘Good Life’.

Joanne Denney-Finch, chief executive, IGD, said: “Shoppers are dealing with a number of pressures on their spending power, such as higher fuel prices and taxes.

“They are being very pragmatic about the situation and are not taking it lying down. Shoppers are prepared to trade time for cash in order to maintain their quality of food. Some of the popular ways they are doing this include more cooking from scratch and growing their own fruit and vegetables.

“The demand for allotments has increased significantly, with the number of people on waiting lists for plots soaring seven-fold since 1996. Shoppers also intend to do more planning ahead – with half of them saying they want to look out for promotions before they go out shopping.

“Food manufacturers and retailers are playing their part in helping shoppers economise. They are giving away free recipe cards to help with meal planning, offering various meal deals, a higher number of promotions and introducing or extending budget ranges to help people manage their finances.”

The IGD study found that 38% of 25- to 34-year-olds (versus 22% of those aged 65+) were planning to do more growing of their own; that 56% of shoppers aged between 18 and 34 (v. 26% of those aged 65+) planned to do more cooking from scratch; and that 53% of 18- to 34-year-olds (v. 17% of those aged 65+) would make more packed lunches.