This new report reveals the findings from IGD’s ShopperVista research on the motivations and drivers for shoppers in adopting a more sustainable diet. It includes information on: •How shoppers approach both health and sustainability •What drives their product choices in these areas •How empowered they feel to make a difference •What shoppers feel about choice editing •Who shoppers think is responsible for making a difference

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October 2013
© IGD 2013

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Contents
Slide 3
Introduction
Slide 4
Key findings
Slide 5
Background information
Slide 6
How shoppers’ approach health and sustainability
Slide 12
Shopper empowerment
Slide 15
Product choice drivers: Health vs. ethics and environment
Slide 21
Choice editing
Slide 24
Responsibility
Slide 27
Contact us
© IGD 2013

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Introduction
This report reveals the findings from our shopper research on the
motivations and drivers for shoppers adopting a more sustainable
diet.
We have undertaken this research as part of our Industry Working
Group (see slide 28) programme that is looking to address the
concept of a sustainable diet.
We can't solve all the issues immediately but it's important that any
solutions we do come up with are practical and evidence based.
Research methodology
•
Focus groups: Four
•
Region: North London and Bristol
•
Life-stage: Pre-family, young family, maturing family, post-family
Read on to find out about:
•
Social grade: 4xBC1
•
Working status: Mix of full-time, part-time and not working
• The different shopper approaches and attitudes to both health
and environmental sustainability
• How empowered shoppers feel to influence environmental,
ethical and health issues through their purchasing decisions
• What drives product choice in terms of health and
environmental sustainability and how it differs by category
• Shoppers’ attitudes towards choice editing, how this has
changed over time and how it differs for health and sustainability
• The extent shoppers believe these issues are the responsibility
of industry
•
Medium and high focus in ethics and health
•
Responsible for food and grocery shopping and meal preparation
Our ultimate aim is to help move consumers towards sustainable
and healthy dietary choices.
Research completed: June, 2013
Online survey
•
1,035 online interviews
•
Fully or mainly responsible for food and grocery shopping in
household
Research completed: August, 2013
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Key findings
Shopper approach: Mainstream shoppers adopt a reactive, minimalist approach to engaging with environmental and health
issues. The default is to continue as they are and confront issues as a last resort
Shopper relevance: “Food quality” is the main portal to both environmental and health issues. Related to this are two subfactors: “provenance” and “food production practices”. All three of these are of immediate interest, relevance and concern
Shopper empowerment: Shoppers feel more empowered to positively influence several environmental and social issues
through their grocery shopping. However, they do not feel fully empowered yet and would like to exert more influence on
animal welfare, global warming and helping workers in poorer nations in particular
Shopper priorities: Health and nutrition are a priority for shoppers - usually ranking higher than ethical or environmental
factors, suggesting that health messaging could be a strong communication lever in support of ethics
Shoppers and choice editing: Many shoppers are receptive to choice editing for ethical reasons (although it needs to be
approached cautiously) but few support it for health reasons
Shopper expectations: Shoppers expect companies to be fully on top of their supply chains to ensure products are healthy
and responsibly produced. Industry needs to ensure that it is doing the right thing while striking the right balance when it
comes to informing shoppers
Shopper understanding: The challenge for industry is to create a clear overarching coherent narrative that shoppers can
grasp around environmental and health issues
© IGD 2013

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Background information
For many years, the issues of sustainability and nutrition have co-existed as mainly separate agendas. Businesses have made
considerable progress on both fronts; reducing emissions, waste and water, delivering better nutritional labelling and offering
healthier products.
The two agendas converge when addressing the delivery of a sustainable diet. This concept is developing rapidly in academic and
public debate. However, despite its profile, there is no clarity yet on how a healthy and sustainable diet should be defined or
achieved.
Evidence of the need for change is compelling. The Foresight report on “The future of food and farming: Challenges and choices
for global sustainability” noted that many systems of food production are unsustainable. They cannot support a global population
heading towards 9 billion by 2050 and increasing in prosperity; they require too many of the world’s diminishing resources. From
a health perspective, current systems under deliver nutrients and energy to 1.9 billion people while another one billion are
substantially over consuming, resulting in rising obesity and associated diseases.
Consumer and shopper drivers of dietary change
Assuming that dietary change is required, this represents a long term challenge. While food businesses can make some progress
without involving consumers, ultimately change requires consumer and shopper participation.
Openness to increase or decrease consumption of specific foods may be needed in the future, and it will be important to
understand the factors affecting shoppers’ willingness to do this. Industry will need to provide shoppers with as much information
as they need to inform their choices.
For these reasons, IGD has conducted quantitative and qualitative shopper research to understand shoppers’ motivations and
drivers for both health and sustainability, so that industry is better placed to inform and help.
© IGD 2013

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© IGD 2013

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Shoppers prioritise health ahead of ethics and the
environment
Importance of differing factors in product choice
• Given shoppers’ current priority of saving money, it is no
surprise that price and promotions play the most
significant role in product choice decisions
• Quality ranks third and is often the gateway to thinking
about sustainability issues
• Shoppers are primarily focused on the direct benefit to
both themselves and their families when choosing
products, and health ranks above ethical considerations
in most people’s shopping decision hierarchy
• Nearly half of shoppers (49%) say healthy options are
important when they are choosing which products to
buy. This is significantly higher than those stating that
ethical considerations are important (one in five)
• However, sustainability can play an important role when
shoppers are choosing between products
1
2
3
4
5
6
7
8
9
10
Price
Promotions
Quality or performance
Taste or smell
Healthy option
Use by or sell by date
Familiarity
Brand
Ease of
use
Ethical or
eco-friendly
Q. Rank your five most important considerations when shopping. Please think about the individual food and grocery products that you buy.
IGD ShopperVista July 2013, Base: all main grocery shoppers
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How shoppers approach health and sustainability
• Most shoppers compartmentalise environmental and
health issues rather than taking a systematic approach
• For shoppers that do engage with the sustainability
agenda when making dietary choices the approach
and commitment can vary greatly
• Shoppers’ approach towards health and sustainability
mainly depends on age and life stage
• Four shopper segments emerged from our qualitative
research
• Most shoppers are ‘Mainstreamers’ and adopt a
reactive, minimalist approach to engaging with
sustainable diet issues
• ‘Nutrition Savvy’ shoppers are focused more on health
and nutrition
• ‘Ethical Foodie’ focus more on the quality of food and
tend to be older (family or post-family)
• Younger shoppers are more likely to be ‘Ultra-Ethicals’
and uncompromising
Implications
• A ‘one size fits all’ approach is not always possible or
appropriate
• Different messages resonate with different shopper
groups
• Industry should be mindful that the younger ‘UltraEthical’ shoppers of today may become the new
mainstreamers of the future, if their beliefs are deeply
entrenched
Base: IGD focus group, June 2013
Mainstreamers
Nutrition Savvy
• Pragmatic, driven by and concerned about food
quality but readily make quality/price trade-offs
• Reactive – respond only to prominent issues and
scares
• Largely accept the food choices presented to them
• Most concerns are latent, only half developed
• Driven by their own and their children’s health needs
• Self-considered experts in health and nutrition which
is reflected in their strong beliefs and decision drivers
• Think in ‘quasi-scientific’ way about content of food –
calories, fats, carbohydrates etc.
Ethical Foodie
• Driven by love of food: flavour, eating, cooking
experience
• Strongly focused on food quality issues, seeking high
quality ingredients
• Pragmatic, realistic rather than idealistic about food
production
Ultra Ethical
• Serious about food issues, and are political
• Consider a wide range of ethical, environmental and
nutritional issues - tend to put environmental/ethical
issues ahead of nutritional ones
• Wary of commercially-driven food producers and
supermarkets
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Life stages affect decisions on health and sustainability
• Shopping for children has both positive and
negative effects on parents’ engagement with
food sustainability issues
• Parents are torn between meeting children’s
demands and focusing on food provenance,
ethical and environmental factors
• Some shoppers with young children purchase
organic, believing that nutrition at the start of life
is especially important
• Pre-family shoppers make some links between
issues, but with some difficulty, and rarely with
an over-arching narrative
Empty
nesters, 55+
Issues of health/age are important
Question modern farming methods, reflective;
can be idealistic
In store: sometimes take time, less pressured
Family, 35-55
Base: IGD focus group, June 2013
“Just dealing with today”
Pragmatic, focused on responsibility to feed
family
Reactive - only taking note of ethical issues if
glaring, separate needs of food shopping from
their wider ethical views
“You think you’re being ethical, but
you don’t really understand why”
Implications
• Priorities change depending on life stage
• Generally younger shoppers have more time to
engage with the sustainability agenda and have
been brought up with it
• Empty nesters have more time to consider when
purchasing products. Health is often a priority
• Those with families prioritise their children’s diets
especially in the early years
“Thinking about a better yesterday”
In store: time-pressured, focused on getting
the shopping done quickly
Pre-family,
25-34
“Dreaming of a better tomorrow”
Grown up with environmental issues
Moving from convenience focus to greater
knowledge and maturity. Holistic approach to
their values, food shopping part of these.
In store: sometimes take time, less pressured
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Quality is the gateway to engaging shoppers
― Shoppers’ attitudes on free range eggs and on sustainably
fished cod are often priority drivers of decision-making in these
areas
― For higher welfare chicken and pole caught tuna there is fairly
high awareness of the ethical issues. However, it is not as
prominent at point of purchase and many admitted to still
buying cheap chicken. While a few mentioned pole and line
caught tuna, most were not driven by the issue
― Many other issues such as ‘Airmiles’ (air-freighted) in produce
do not register with the vast majority of shoppers, and would
certainly not be a barrier to purchase
Farming methods
“May affect content and
flavour”
Animal welfare
“May affect meat quality”
“Store cupboard” ingredients
Products can have unknown
additives added to keep them
fresh longer
Local / British farmers
Implications
• Quality is a key driver to purchase for shoppers, therefore any
ethical and/or environmental communication should point to
improved quality for the shopper
Base: IGD focus group, June 2013
The spectrum of perceived quality
• Very few “standalone” issues influence shoppers independently
of quality or price
• However, quality represents different things to different shoppers
and often denotes different environmental, ethical and nutrition
credentials
• Where environmental, ethical or nutrition issues clearly affect
product quality their importance is heightened
• For issues to impact shoppers decisively it requires years of
media coverage and well established and good value solutions,
for example:
Trusted to have high food
hygiene / safety standards
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Influencers and levers out-of-store and in-store
Out-of-store
• Much of the reflection about the wider issues around sustainability is
prompted out-of-store
― Often media coverage is associated with nutrition and food safety issues,
especially “scares” and can be contradictory, and confusing for the shopper
― Celebrity chefs often focus on food quality, provenance, sourcing and natural
rather than processed food
― Retailer advertising often emphasises local sourcing, prompting thoughts about
provenance and farming methods
Newspaper stories (e.g. on health,
nutrition issues)
TV documentaries (esp. on food safety,
animal welfare)
Influence of values projected by
celebrity chefs
Retailer advertising e.g. locally sourced
produce, animal welfare




• In-store triggers can prompt shoppers to reflect on sustainable choices
― Shoppers look for longest use-by date - but these can also arouse suspicion
about what has been done to the product to keep it fresh e.g. added
preservatives and unknown processes
― With regards to distance travelled the real issue for shoppers is around
freshness and if artificial preservation or processes have been used, not so much
about the environmental impact
― Travel is not strongly questioned within the UK, but travel from overseas is put
in a different, more sceptical category due to quality standards
― If prices are deemed too low (especially in meat) this can arouse suspicion
around the quality and welfare standards of animals
― Packaging is also an area of scrutiny for shoppers - with most shoppers striving
for less packaging
― Decision making in-store can be limited due to store environment and time
pressure
Base: IGD focus group, June 2013
In-store





Long use-by dates on fresh produce
Distant country of origin
Too cheap
Over-packaged (esp. fruit and veg)
Unnatural colour
“You can’t ask too many
questions at the fish counter cos
there’s a queue behind you”
© IGD 2013

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Shoppers are feeling more empowered
Arrows denote significant differences
N/A
Your
health
British farmers
The local
economy
The way animals
are treated
The environment
Sustainable
fishing
Workers in
poorer nations
Global warming
• Shoppers feel increasingly empowered to positively influence environmental and social issues through their food and grocery
shopping decisions
• The proportion that feel able to positively influence their health, British farmers, the local economy and the way animals are
treated has increased in particular since 2009. This could be due to heightened media and popular culture interest in these
areas over recent years. However, perceived influence on social and environmental issues remain much lower
• Female shoppers significantly feel more empowered that they can positively influence through their purchasing decisions on
health, British farmers and the way animals are treated than male shoppers
Q. Which of these, if any, do you feel you can influence positively through your decisions when buying food and grocery products? (%)
Base: all main shoppers, Aug'13, 7% none of these
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Opportunities to help inspire shoppers further
Arrows denote significant differences
The way animals
Global warming
are treated
The local
economy
The environment
Workers in
poorer nations
Sustainable
fishing
British farmers
My
health
• Shoppers would like to be able to have a greater influence on all environmental and social issues through their shopping
decisions
• There is a significant and rising desire by shoppers for more or better mechanisms to influence all of the ethical issues we tested
• This does not apply to health where shoppers already feel highly empowered
Implications
• The investment by industry in improved nutritional labelling and healthy choices appears to have worked in making shoppers feel
more empowered, this is likely to have been helped by increased media attention in this area
• Industry has an opportunity to inspire shoppers to make more informed decisions to influence environmental and social issues
Q. Which others would you like to be able to influence positively through your decisions when buying food and groceries? (%)
Base: all main shoppers, Aug'13, 16% none of these
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Overview of priority health and ethical factors by category
Key: Priority drivers within blue boxes relate to ethical and environmental factors, others relate to health and nutrition drivers
Fresh meat
Processed
meat
Dairy
Fresh fish
Tinned fish
1
2
No artificial
colours
Animal
welfare
No artificial
colours
No artificial
colours
No artificial
colours
5 A DAY
Animal
welfare
No artificial
colours
Vitamins and
minerals
Vitamins and
minerals
Omega 3
No artificial
colours
3
Vitamins and
minerals
Priority
ranking
Low fat
Animal welfare
Omega 3
4
Maintain
healthy weight
Lower in salt
Maintain
healthy weight
Future
availability
5
Distance
travelled
Maintain
healthy
weight
Low fat
Maintain
healthy weight
Vitamins and
minerals
Maintain
healthy weight
Future
availability
Fresh fruit and
vegetables
Vitamins and
minerals
Maintain
healthy weight
Impact on
environment
• Health and nutrition factors are a high priority for shoppers when purchasing products across many categories – usually ranking
higher than ethical or environmental factors
• A key factor is how ‘natural’ shoppers believe a product to be - reflected in the importance placed on ‘no artificial colours’. This is also
demonstrated in IGD’s ShopperVista research where over half (52%) of shoppers state that recognising all ingredients is extremely or
very important
• Animal welfare remains an important factor for meat and dairy products, whereas the impact on the environment was only ranked as
a significant factor for fruit and vegetables
Q. How important or unimportant are each the following health, ethical and environmental factors when buying these food and grocery products?
Base: all main shoppers, Aug'13
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Animal welfare is an important ethical choice driver
when purchasing meat and dairy
• Of the three categories considered here, ethical
drivers are most significant for fresh meat but less
so for processed meat
• Animal welfare ranks as the top environmental and
ethical driver of product choice for all three
categories
• Shoppers associate higher animal welfare and
British produce with better quality meat. Shoppers
tend to assume that processed meats have worse
animal welfare conditions
• The distance product has travelled is particularly
important for fresh meat, but ranks only 6th for
processed meat
Fresh
meat
Processed
meat
Dairy
Animal welfare
Distance it has
travelled
Future availability
Pay and working
conditions for
employees
Impact on the
environment
Implications
• Shoppers still want to be reassured about the welfare
standards of the meat products that they purchase
• The distance that meat and dairy products have
travelled is important, but this is mainly to do with
perceived quality
Amount of packaging
Organic
Q. Importance of ethical and environmental factors when buying these food and grocery products (Mean score out of 10)
Base: all main shoppers, Aug'13
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Future supply and the impact on the environment are
important sustainability factors when purchasing fish and
fruit and vegetables
Fresh
Tinned
fish
• Concern of over fishing and sustainable supply for the
future ranks as the top environmental and ethical driver of
product choice for fresh and tinned fish
• The impact on the environment, distance travelled and
amount of packaging are the top three ethical drivers for
fresh fruit and vegetables – all ranking higher than for fish
• The main concern for shoppers in relation to distance
travelled is the product freshness, rather than the
environmental impact
• Organic is the lowest ranking environmental and ethical
factor for all categories although still important for some
Implications
• Most shoppers are aware of over fishing although many
need more prompting or persuasion to change behaviour
• Shoppers tend to think more about ethics when buying fresh
rather than tinned products, although this could reflect the
options made available rather than any inherent difference
in thinking
fish
Fresh fruit & veg
Future
availability
Animal welfare
N/A
Impact on the
environment
Pay and working
conditions for
employees
Distance it has
travelled
Amount of
packaging
Organic
Q. Importance of ethical and environmental factors when buying these food and grocery products (Mean score out of 10)
Base: all main shoppers, Aug'13
© IGD 2013

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Free from artificial colours and preservatives are important
health factors when purchasing meat and dairy
• The scores for fresh meat and dairy show a strong
similarity and differ significantly from those for
processed meat. This reflects previous IGD research1
whereby shoppers claim to buy processed foods for
taste and convenience rather than their nutritional
content
• Buying products that are free from artificial colours,
flavours and preservatives ranks as the top health
driver of product choice for fresh meat, processed
meat and dairy products
• Buying low fat variants and products lower in salt
ranks higher for processed meat than for fresh meat
and dairy products although in absolute terms the
score is still low
Fresh
meat
Processed
meat
Dairy
Free from artificial colours,
flavours and preservatives
Provides vitamins and
minerals
Helps to maintain a healthy
weight
Low fat/saturated fat
variant
Implications
• There could be scope for meat and dairy companies to
amplify messages about their products’ nutritional
benefits and lack of added ingredients
Lower in salt
Q. Importance of health factors when buying these food and grocery products (Mean score out of 10)
Base: all main shoppers, Aug'13 and 1Manufactured foods Research IGD May 2012
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Free from artificial colours, flavours and preservatives are
significant choice drivers when purchasing fish and fruit
and vegetables
Fresh
fish
• Fruit and vegetables are seen as intrinsically
healthy so beyond vitamins and 5-a-day, shoppers
do not give much thought to the nutritional
content
• The main concern is what has been ‘done’ to the
fruit and vegetables to make them last so long
• Buying products that are free from artificial
colours, flavours and preservatives ranks as the
top health driver of product choice for fresh and
tinned fish
• Fish is seen as naturally healthy with omega 3
which is ‘good for the brain’
• There was some scepticism round processed fish
which was thought to be less healthy than fresh
Implications
• How natural a product is perceived to be is a key
factor when purchasing produce with a longer
shelf life
• Processed fish is not deemed to be as ‘healthy’
as fresh fish, therefore reassurance in this area
could drive purchase
Base: all main shoppers, Aug'13
Tinned
fish
Fresh fruit & veg
Free from artificial
colours, flavours and
preservatives
Provides vitamins
and minerals
Contains Omega 3
Helps to maintain a
healthy weight
Low fat/saturated fat
variant
N/A
Lower in salt
N/A
N/A
N/A
Contributes to
5 A DAY
Q. Importance of health factors when buying these food and grocery
products (Mean score out of 10)
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Shoppers divided on the need for more ethical
choice editing
2010
2013
• Choice editing is where companies withdraw products and
restrict choice
• Over recent years there has not been any significant fluctuation
in shoppers’ attitudes to choice editing for ethical reasons
• Overall, 46% of British shoppers are in favour of more choice
editing, which is a slight decrease from 20102
• Three in ten (31%) shoppers are happy with the choice editing
they perceive has occurred so far, but are reluctant to have
choices reduced any further. Men and those living in London
are most likely to favour this position
• A similar proportion (30%) believe there are a few more areas
where ethical only options should be available. This is higher
among women
• One in seven (15%) shoppers believes that not nearly enough
choice editing has been done, rising to more than one in five for
retired people and those living in single households
Implications
• Any choice editing activity on ethical and/or environmental
issues should be carefully planned and sensitively tested
with shoppers prior to a company-wide roll-out
Q. Thinking about recent examples where food retailers have taken an ethical stance such as only stocking 100% non-caged eggs, changing to energy saving
light bulbs only, selling Fairtrade bananas only, please indicate which of the following most closely reflects your view
Base: all main shoppers, Aug'13 and 22010 Ethical & Sustainable Shopper (excluding Don’t know)
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Shoppers are mainly opposed to choice editing for
2013
health reasons
• Overall three in four (73%) of British shoppers are against choice
editing of products for health reasons
• Many respondents in our qualitative research also believed it is the
responsibility of individuals to eat healthily
“It’s the responsibility of the people who are putting food in
their mouths. We should not have to suffer from reduced choice
due to someone else liking the sweet fatty things”
• Those aged 35-44, ABC1 and with children are most likely to
welcome a bit more choice editing on health
Implications
• Shoppers generally oppose health related choice editing, as they
believe they are able to make informed decisions and do not require
industry to intervene (reference slide 13)
• However, this does not represent a request for inertia. IGD’s
quantitative research3 in 2012 showed that shoppers believe
industry does have a role to play in tackling obesity. 48% of shoppers
believe it has a very or fairly big role, and only 7% believe it has no
role
Q. If food retailers were to take a health stance and withdraw unhealthy products, leaving only healthier options for certain products such as low fat
cheese, wholemeal bread, baked crisps rather than fried, please indicate which of the following most closely reflects your view
Base: all main shoppers, Aug'13 and 3 Winning shoppers trust, IGD 2012
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Responsibility falls to industry
• Nearly nine in ten (87%) shoppers expect grocery companies to
be constantly checking that their suppliers are providing healthy
products and are acting responsibly towards the environment,
up 4% since 2011. This applies particularly to 65+ year old
(93%) and female (89%) shoppers
• Fewer shoppers are happy for the food industry to get on with
health and sustainability issues without informing them about
what they are doing, compared with two years ago (down 7%
to 61%)
• Female shoppers (58%) were less inclined to think that industry
should just get on with doing the ‘right thing’ without informing
them, while male shoppers (66%) were more inclined
Implications
• Shoppers overwhelmingly expect companies to be checking
their supply chain and so the reputational damage of failing to
do this could be severe
• Six out of ten shoppers expect industry to just be getting on
with doing the right thing. However, a significant proportion
(especially women) would like industry to inform them about
health and environmental issues (see slide 26). Industry needs
to find ways of making their information available without
forcing it on those less interested
Expect food and grocery
companies to be constantly
checking that suppliers are
providing healthy products
and acting responsibly
towards the environment
Believe food and grocery
companies should just get
on with doing the right thing
for their health and the
environment, rather than
telling them about it
Q. To what extent do you agree or disagree with each of the following statements regarding how healthy food and groceries are and also their
environmental impact?
Base: all main shoppers, Aug'13
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Shoppers are looking to be inspired and informed
• Shoppers favour positive encouragement to help them make
more environmentally friendly and healthy choices
• They mainly want to be inspired about products that are
healthy and have a positive environmental impact. Three in
four agree with this, compared with two years ago (up 7%
since 2011)
• A higher proportion of female shoppers (80%) would like to
be inspired compared to male shoppers (69%)
• 78% of shoppers tend to agree (40%) or strongly agree (38%)
that industry should provide all the necessary information
about health and environmental impacts of products
• Female shoppers (82%) are more inclined to agree that
industry should provide all the necessary information to
make informed choices than male shoppers (74%)
• There is no significant difference in opinion by age, region or
social class from shoppers with regards to wanting more
information
Implications
• Reconciling the results of the last two slides, shoppers are
keen on transparency and inspiration but less so on ‘selfcongratulations’ by companies. Skillful marketing is required
to walk this tightrope
Would like to be inspired by
food and grocery products
that are healthy and have a
really positive
environmental impact
Believe food companies
should provide all necessary
information about health and
environmental impact of food
and grocery products to allow
them to make informed
choices
Q. To what extent do you agree or disagree with each of the following statements regarding how healthy food and groceries are and also their
environmental impact?
Base: all main shoppers, Aug'13
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Further information and contact details
Report author:
Hannah Arnold
Nutrition and Scientific Affairs
Manager
hannah.arnold@igd.com
www.twitter.com/HannahArnold_IGD
Report author:
Toby Pickard
Senior Sustainability Analyst
toby.pickard@igd.com
www.twitter.com/TobyPickard_IGD
Since 2008, IGD has brought the food industry together to consider how it can address nutrition
and sustainability objectives and improve knowledge and understanding of sustainable diets. To
learn about the concept of sustainable diets and the challenges and potential solutions for
industry click HERE
IGD has brought industry together to form a ‘sustainable diets’ working group. The group is
working to provide guidance and help for food businesses on interpreting and implementing a
more sustainable diet to help consumers. To see the members of the working group click HERE
Need more shopper insight? Email shopper@igd.com or call +44 (0) 1923 851954
© IGD 2013