Survey finds older people
embracing more
sustainable shopping habits.

Whilst environmental issues have repeatedly been found to be a top priority for young people, a new survey shows how young adults are lagging behind their older peers when it comes to embracing more sustainable shopping habits.  

The polling, commissioned by the UK’s leading surplus food redistributor, Company Shop Group, shows that while less than one in ten older people (55+) would be put off by wonky vegetables, of the 16-34 category, more than a third of young people (39%) would be put off buying imperfect fresh fruit and vegetables.  

Similarly, when asked if they would be put off buying products not in branded packaging, one in three young people (33%) said they would be, compared to only one in ten of the older generation (11%). These findings correlate with Company Shop Group’s findings, where they have seen a steep increase in the amount of surplus food they are selling in unbranded packaging to their members, who have an average age of 45.  

When it comes to buying chilled food with a short shelf life, which could be frozen or used immediately to prevent waste, half of all respondents across all age ranges (50%) avoid products which are reaching their use by date.  

These findings are released in the week that Company Shop Group is awarded the Queen’s Award for Sustainable Development, the UK’s highest business honour, which recognises the work they are doing to stop good food needlessly going to waste in the supply chain. Handling more than 70 million items of surplus stock in 2018 alone, Company Shop provides all the major retailers, manufacturers and brands with a sustainable solution to tackle supply chain challenges in their operations. Company Shop strives to change mindsets and educate across the sector to unlock the true value of surplus and avoid unnecessary waste.  

Speaking about the survey results Group Managing Director Jane Marren said:  

“This fascinating research shows that while there is a shift happening in the consumer habits of older generations, the admirable environmentalism of young adults today, isn’t yet translating into what they are buying at the supermarket. With education and empowerment we hope to see a marked change in years to come”.  

“There will always be a certain amount of food surplus and waste created by the food industry and by consumers and we will continue to work hard with our retail and manufacturing partners to address that”.  

“We are proud to have been awarded the Queens Award for Sustainable Development this week, in recognition of our efforts.”  

Youth support for sustainability agenda: