Consumers demand seasonal produce – but don’t want to pay for it

New research from Defra reveals the gap between consumers’ good intentions and the choices they make at the till.

The report shows that while 72% of consumers say they seek out British seasonal produce, a third say they don’t buy it because it’s too expensive.

The report also shows that 70% of people say that buying sustainable fish is important, but only 30% do so.

However, the same amount of shoppers (80%) who claim they look for healthy foods, actually put healthy fare in their baskets.

The report looked at people’s attitudes to animal welfare, British seasonal produce, ethical produce and a healthy balanced diet.

“While price is understandably important, this survey confirms that lots of other factors like concerns about healthy eating and where food comes from influence how people fill their shopping baskets,” said food minister Jim Plaice.

Read the report in full here: