FAIRTRADE BANANAS ARE TOP OF THE WEEKLY SHOP

• Average food shopper regularly buys sustainable staples over trendy ‘superfoods’

• Sustainable foods now account for 30% of the average weekly shop

• Three times more people buy organic for everyday meals than special occasions.

The UK’s Top 10 most regularly purchased sustainable foods are revealed in an independent survey* of the nation’s sustainable shopping habits.

1. Fairtrade bananas

2. Fairtrade chocolate

3. Fairtrade coffee

4. Fairtrade tea

5. Oats

6. Fairtrade fruit juices

7. Fairtrade sugar

8. Fairtrade honey

9. Cereal bars

10. Peanuts

The research of 2,000 UK adults, conducted by Ecotone - Europe’s leading organic, plant-based, and Fairtrade food company – found that Brits are shopping more sustainably than they may believe.

Grocery shoppers are three times more likely to choose a banana rather than flax or chia seeds. Twice as many regularly buy kidney beans over quinoa.

Fairtrade, organic, taste, and health were all dominant in weekly food purchases. Fairtrade bananas, chocolate, coffee, and tea took the top spots.

Environmental impact (35%), taste (35%) and health (34%) were equally ranked with price (36%) as motivators for sustainable grocery purchase.

Notably, 38% of shoppers are now opting for organic products for their everyday meals.

Emma Vass, CEO at Ecotone UK, comments:

“Our research shows just how many people buy and eat sustainable food daily, 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.”

A third of those polled define ‘sustainable food’ as ‘made with organic ingredients’, with 37% citing 'free from harmful pesticides and chemicals' and 27.5% mentioning ‘promotes biodiversity’. However, one in seven people believe there is no clear definition of sustainable food; a statistic Ecotone is determined to address.

Amid greenwashing and mixed messages, Ecotone aims to provide clear and consistent information to help consumers make informed decisions. Emma Vass explains: “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.”

Nine different food categories were explored in the survey, selected due to their social and environmental benefits, such as zero-waste, crop rotation, natural products, minimal processing, and organic certification. Top weekly purchases per category included:

- Plant-based meat and fish: Quorn

- Legumes, Lentils, and Pulses: Kidney beans

- Grains: Oats

- Fairtrade: Bananas

- Daily Alternatives: Oat Milk

- Organic fruit: Banana

- Organic Vegetables: tomatoes

- Nuts & Seeds: Peanuts

- Snacks: Cereal bars

““UK consumers are increasingly open to sustainable food choices, with organic products making up 1.2% of expenses. This is a remarkable opportunity to boost sustainable eating, especially compared to France, where the figure is five times higher, or Denmark, where it’s ten times higher" adds Stendert Krommendam, Ecotone Chief Sustainability Officer.

Top 20 Sustainable Ingredients:

1. Fairtrade Bananas – 70.75%

2. Fairtrade Chocolate – 67.75%

3. Fairtrade Coffee – 65.25%

4. Fairtrade Tea – 63.95%

5. Oats – 58.65%

6. Fairtrade Fruit Juices – 58.25%

7. Fairtrade Sugar – 55.40%

8. Fairtrade Honey – 52.75%

9. Cereal Bars – 52.45%

10. Peanuts – 51.90%

11. Kidney Beans – 50.05%

12. Brown Rice – 47.15%

13. Cashews – 46.80%

14. Organic Bananas – 44.00%

15. Chickpeas – 43.25%

16. Organic Tomatoes – 42.85%

17. Almonds – 42.50%

18. Fairtrade Cocoa – 41.85%

19. Organic Carrots – 41.80%

20. Organic Potatoes – 40.70%

For more information, visual assets or for an interview please contact: kaylie@highlightpr.co.uk

* Online survey conducted by Censuswide among a nationally representative sample of 2,000 UK shoppers aged 18+.

About Ecotone

Born from an established food company, Ecotone is a mission-led business committed to charting an alternative path to the dominant, industrial food model that is damaging the planet.

Ecotone is a European leader for organic and vegetarian food and was also the first and largest international food business to be fully B Corp certified. Today it holds the highest B Corp score for a multinational food company. Committed to balancing profit with doing good, in 2023 the company turnover was €690 million across six European markets.

The company’s mission is ‘Food for Biodiversity’ - producing healthy, sustainable food in ways that restores and protects the planet. Ecotone offers a broad portfolio of natural, organic and vegetarian foods through Europe’s leading purpose-driven brands including Allos, Clipper Teas, Bjorg, Isola Bio and Whole Earth.

The business employs around 1,600 people and is headquartered in Lyon, France. Its status has been changed to a ‘mission-led business’ according to French law (PACTE).

Find out more: www.ecotone.bio

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