This report explores the link between consumer attitudes and actual purchasing behaviors and includes a number of statistics on consumer buying trends. The issues examined relate overall to sustainable food, including animal welfare, British seasonal production, ethical production, healthy balanced diet, sustainable sources of fish, and environmental sustainability. Report findings show a need for food retailers and producers to ensure that labels are clear and effective, and to understand what consumers care about versus what they actually feel they are able to buy.

This survey examined consumer attitudes toward animal welfare, British seasonal produce, ethical produce, a healthy balanced diet, sustainably sourced fish, and environmental sustainability through analysis of consumer purchases. Among these topics, 80% of consumers rated healthy foods as the most important influence over the purchasing decisions. The least influential factors were British seasonal produce and whether or not the food was produced ethically, though almost two-thirds of people still considered these to be important considerations of food purchases.

Specifically, 82% actively seek to buy healthy foods, while 72% try to buy British seasonal produce. More than three-quarters of people consider animal welfare to be important, though only about two-thirds actually buy free range eggs and about half buy free range chicken. In addition, 70% of people say that purchases of sustainable fish are important though only 30% actually make such purchases.

Based on animal welfare concerns, consumers were divided into six different segments including (Excerpted from report):

• Indifferent shoppers (26%): Is not concerned about animal welfare and buys little free range eggs
• Budget watchers (21%): Animal welfare is important but can’t afford to buy free range
• Independent supporters (17%): Similar to Full Supporters but don’t feel as strongly or purchase as much
• Full supporters (16%): Buys free range, good understanding, rates issues important
• Habit buyers (15%): Can afford to buy free range but not in habit of doing so
• Cautious followers (5%): Buys some free range but unsure about ethics