Soaring inflation fails to deter eco-shoppers

Eco-shoppers are remaining committed to the environment despite rising food inflation and tightening household budgets according to new research from Virgin Money.

The report found that eight in ten (80%) shoppers have made either no change or even increased the amount they spend on environmentally friendly groceries since the economic downturn took hold. This also follows reports from Sainsbury's that sales of fresh organic produce increased 20 per cent in the first half of their financial year.

In its study of the eco-shopping habits of 1000 adults, Virgin Money found that the under-25s and the over-65s are most committed to maintaining their green ways at a time when other household bills are increasing. Just 13 per cent of over-65s and 16 per cent of under-25s claim that the current economic uncertainty has forced them to abandon or scale back their green habits. In the UK 76 per cent of shoppers now add at least some eco-friendly products to their weekly shopping basket, adding an estimated average of £12 to the monthly food bill.

Virgin Money spokesman Scott Mowbray said: "It's not easy being green, particularly at a time when many are feeling the pinch due to increases in the cost of outgoings such as fuel, food and other household bills. It's not uncommon to see expensive goods decline in popularity during a time of economic downturn but the research shows that concern for the environment is not a passing fad and consumers are prepared to make other sacrifices in order to stay green."

According to the research cash-strapped families were most likely to be tightening their belts by reducing the greenness of their shopping basket - just over a quarter (26%) of 35 to 44 year olds has scaled back on eco-shopping in order to save money. Those living in the Midlands were least likely to have trimmed their spending on green food with 85 per cent having either increased or maintained their green shopping basket.