FAIRTRADE BANANAS TOP THE WEEKLY SHOPPING LIST
- The average shopper regularly chooses sustainable staples over trendy ‘superfoods’
- Sustainable foods now make up 30% of the average weekly shop
- Consumers are three times more likely to buy organic for everyday meals than for special occasions
The UK’s top 10 most frequently purchased sustainable foods have been revealed in an independent survey* examining the nation’s sustainable shopping habits.
- Fairtrade Bananas
- Fairtrade Chocolate
- Fairtrade Coffee
- Fairtrade Tea
- Oats
- Fairtrade Fruit Juices
- Fairtrade Sugar
- Fairtrade Honey
- Cereal Bars
- Peanuts
The research, conducted by Ecotone – Europe’s leading organic, plant-based, and Fairtrade food company – surveyed 2,000 UK adults and discovered that Brits are shopping more sustainably than they may realise.
Shoppers are three times more likely to reach for a banana over flax or chia seeds, and twice as many people regularly buy kidney beans over quinoa.
Fairtrade, organic, taste, and health were all key drivers in weekly food purchases, with Fairtrade bananas, chocolate, coffee, and tea topping the list.
When it comes to motivations for choosing sustainable groceries, 35% of shoppers cited environmental impact, 35% prioritised taste, 34% focused on health, and 36% were motivated by price.
Interestingly, 38% of consumers now opt for organic products as part of their daily meals.
Emma Vass, CEO of Ecotone UK, commented:
“Our research shows just how many people buy and eat sustainable food on a daily basis, including organic. You might think your shopping basket isn’t particularly green, but with the likes of Fairtrade and organic products as top buys, you’d be surprised how environmentally and health-minded you are.
Eating sustainably doesn’t have to be complicated or pricey. Good everyday basics make a difference to your health and the planet. Our ranges like Clipper Teas, Whole Earth peanut butter, and Kallo snacks, are organic and plant-based, essential for a more varied diet.”
One-third of respondents defined ‘sustainable food’ as ‘made with organic ingredients’, with 37% mentioning ‘free from harmful pesticides and chemicals’ and 27.5% highlighting ‘promotes biodiversity’. However, one in seven believed there is no clear definition of sustainable food, a concern Ecotone is determined to address.
In the face of greenwashing and mixed messages, Ecotone aims to provide clear and consistent information to help consumers make informed choices. Emma Vass explained: “Our research found that 30% of people define sustainable food as ‘organic’, and that’s what we believe too. It’s the future of food.”
The survey explored nine different food categories, selected based on their social and environmental benefits, such as zero waste, crop rotation, natural products, minimal processing, and organic certification. Top weekly purchases in each category included:
- Plant-based meat and fish: Quorn
- Legumes, Lentils, and Pulses: Kidney Beans
- Grains: Oats
- Fairtrade: Bananas
- Dairy Alternatives: Oat Milk
- Organic Fruit: Bananas
- Organic Vegetables: Tomatoes
- Nuts & Seeds: Peanuts
- Snacks: Cereal Bars
“UK consumers are increasingly open to sustainable food choices, with organic products now accounting for 1.2% of household expenses. This is a significant opportunity to boost sustainable eating, especially when compared to countries like France, where the figure is five times higher, or Denmark, where it’s ten times higher,” added Stendert Krommendam, Ecotone Chief Sustainability Officer.
Top 20 Sustainable Ingredients:
- Fairtrade Bananas – 70.75%
- Fairtrade Chocolate – 67.75%
- Fairtrade Coffee – 65.25%
- Fairtrade Tea – 63.95%
- Oats – 58.65%
- Fairtrade Fruit Juices – 58.25%
- Fairtrade Sugar – 55.40%
- Fairtrade Honey – 52.75%
- Cereal Bars – 52.45%
- Peanuts – 51.90%
- Kidney Beans – 50.05%
- Brown Rice – 47.15%
- Cashews – 46.80%
- Organic Bananas – 44.00%
- Chickpeas – 43.25%
- Organic Tomatoes – 42.85%
- Almonds – 42.50%
- Fairtrade Cocoa – 41.85%
- Organic Carrots – 41.80%
- Organic Potatoes – 40.70%
For more information, visual assets or interview requests, please contact: kaylie@highlightpr.co.uk
*Online survey conducted by Censuswide with a nationally representative sample of 2,000 UK shoppers aged 18+.