Consumer shopping habits are changing during the cost-of-living crisis, with one in five switching to a meat-free diet to accomodate rising prices, new data shows.
According to new research from NTT DATA, meat-free diets will become increasingly popular as younger generations become the primary supermarket shoppers, as those aged 16 to 29 and 30 to 39 have already reduced their meat consumption by 20% and 23%.
However, only 15% of older generations have reduced the amount of meat they eat as a result of rising prices.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
Across the UK, Londoners were found to be the least affected by food inflation, with 18% reducing their meat consumption in recent months.
A shoppers income also affected if they were more likely to change their meat eating habits, with 25% of those earning less than £12,750 leaving out meat, compared to 17% of people doing the same on incomes over £50,000.
The data found that across the board, 45% are switching from premium supermarkets such as Waitrose and M&S for more affordable grocers, while one in nine are skipping meals altogether.
“Grocers are in a challenging position, trying to find the agility to transform in an ever-evolving marketplace,” NTT DATA director of retail, Geoff Lloyd said.
“Digital innovation has a huge role to play in aiding grocers through this period, from both a back-end and front-end point of view. Now is the time for grocers to be streamlining operations while implementing innovative front-end technologies to improve the customer experience.”
Lloyd added: “Finding new ways to market products and utilise technology resources will also help retailers gain a comprehensive understanding of changing industry and consumer trends.
“For most retailers, this will only be achieved by providing a personalised, flexible customer experience facilitated by top-notch tech and data analytics. Those with the best tech will come out on top.”
