Parents with young children are changing their shopping habits with 27% buying less meat amid the cost-of-living crisis, new research shows.
A survey by Red Tractor and YouGov has found that 18% are also purchasing less fruit and vegetables in a bid to save money.
For 39%, meat has been switched with carbohydrates such as bread and pasta to stop their children from going hungry, according to reporting by The Grocer.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
The research found that while 33% of families are buying food that they consider to be lower quality, only 20% of consumers without children are doing the same.
Over half (55%) also stated that they believed cheaper food was of a lower quality, with 19% thinking this was less safe.
“We are making it clear to consumers that families should never have to make a choice between quality, safety and value when it comes to their child’s nutrition,” Red Tractor CEO, Jim Mosely told The Grocer.
“That’s why assurance marques are so vital, so when parents see the Red Tractor logo they know that whatever the price point it’s safe, traceable, and farmed with care.”
This comes as new research from NTT DATA found that one in five consumers are switching to a meat-free diet to accomodate rising prices amid the cost-of-living crisis.
The data expects meat-free diets to increase in popularity as younger generations become the primary supermarket shoppers, with those aged 16 to 29 and 30 to 39 having already reduced their meat consumption by 20% and 23%.
