Almost half of UK consumers willing to try free-from

Almost half of the UK (47%) are willing to try more free-from products this year as health and well-being top shoppers’ priorities, new research from Product of the Year has revealed.

The data from the UK’s biggest survey of product innovation also showed that CBD products were cited as interest for 14% of consumers.

To gain a deeper understanding of shopping habits, Kantar also revealed that of 10,000 British consumers 62% cited a reputable brand to be a determining factor in purchasing an item compared to 34% that cited product innovation.

READ MORE: Earth Day 2022: Five of the greenest sustainable supermarket initiatives

On top of this environmental concerns have been mirrored in shopping practises with 30% consumers claiming that ethical sourcing, eco-friendly packaging and whether brands support good causes as “important”.

Supporting this, 38% of UK consumers say they would try more eco products in 2022.

“Working  closely with Kantar to poll buying trends, it’s interesting to see that the consumer mindset remains similar to when we were in the midst of the pandemic – suggesting the lasting effects Covid have on buying habits,” Product of the Year managing director Helga Slater said.

“However, as we see Gen Z making up more than 40% of the global buying population now, it is clear that their values around eco-friendly and sustainable products, as well as more free-from and low alcohol lifestyles will have an effect on the buyer behaviour patterns as we move further into 2022 and beyond.”

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1 Comment. Leave new

  • problem is it isn’t truly free from. most have wheat derived glucose and all have traces of cross contamination. it’s the same for “vegan” foods. they are a vegan recipe but made in a non-vegan factory which has traces of milk. tut tut.


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