Consumer attitudes towards the diet and food environment in Scotland research report – SGF Summary

Link: Food Standards Report

While the report does not focus on retail food shopping, there are several factors contributing to customer decision making that could have an impact on our sector.

The report highlights that the cost-of-living situation has affected the food environment with consumers changing shopping, cooking and eating behaviours in order to save money. While some say they are placing greater focus on eating a healthy diet, more say this has become less of a focus and that their diet has become less healthy. Two-thirds already having cut down on takeaways or delivery food and a similar number saying they eat out less often. This confirms trends that more people are shopping to cook at home.

Those most likely to have already reduced their frequency of eating out or ordering takeaway food were in the lower socio-economic groups (75% have stopped or reduced their frequency of eating out and 74% have ordered fewer takeaways). The types of foods being bought and eaten have also changed for some. While around a third of the total sample said they were eating less meat or fish, this number is higher for deprived areas and younger people. Similarly, although just over a fifth of the total sample said they were buying less fresh fruit and vegetables, this rises to 30% of those in the lowest socio-economic groups.

Food insecurity is an issue, with a significant minority worried about affording food in the next month, and almost a fifth skipping meals due to lack of money. This issue is disproportionately affecting those in younger age groups, people with children and those in the lowest socio-economic groups.

While a majority of consumers say sustainability and ethical sourcing of foods is important to them, in the context of other decision-making criteria, such as cost, taste, healthy food and finding something the whole family will eat, concerns around sustainability are much lower priorities.

Notably, most respondents say they feel relatively well informed about how to make sustainable food choices in retail environments, but much less well informed when purchasing food from restaurants, cafes and takeaways.

Lower costs and more promotions are considered the key routes to encouraging more sustainable choices in food purchasing, reflective of the challenges around cost of living.

Shopping habits have also been impacted by the cost-of-living situation with almost 6 in 10 having swapped to cheaper or unbranded products, buying more on promotion, and buying fewer food treats. Most of those who have not already done so would consider these actions if needed in future.