UK Consumers Change Shopping Habits to Reduce Carbon Footprint 

A new survey found that nearly all Brits (97%) view climate change as an issue. Three-quarters of the UK consumers (72%) have already changed their shopping habits to help reduce their carbon footprint. 

Eight in 10 (80%) also say they plan to switch brands or products for more environmentally friendly alternatives in the future, which is a clear message to the grocery and FMCG industry to stock more sustainable brands. 

The survey commissioned by the supermarket cashback app Shopmium, comes ahead of the FMCG industry move to trial eco-labelling, which has (been supported by global food and drinks brands including PepsiCo, Nestlé and Starbucks, as well as major UK supermarkets.

Although two thirds (64%) of consumers were not aware of the trial, more than half (52%) said they would use eco-labels to guide their purchasing decision, while 40% said they would replace products labelled 'G' - which have the worst environmental impact - to ones with a lower environmental impact wherever possible.    

Thirty-five per cent of consumers started buying products that don't contain palm oil, and 34% have also switched to buying more eco-friendly beauty products. Brits also become more flexitarian in terms of diet; 32% reduced the consumption of meat and fish. This number was higher (40%) among consumers aged 25 - 34. A third (31%) of the youngest consumers (16 - 24 year-olds) are also buying fewer dairy products. 

The youngest generations are more environmentally conscious shoppers. Eighty-two per cent of 16 - 24-year-old have already made changes to their buying behaviour to reduce their carbon footprint, compared to 64% of shoppers aged over 65. 

Eighty-seven per cent of those between 16 and 34-year-old say they plan to buy more low carbon footprint products in the future, compared to 74% of those aged over 45. Younger consumers are also more aware of the link between carbon footprint and climate change, with 82% of those aged 16 - 44 believing it's connected, compared to 61% of those over 65.  

Shoppers under the age of 25 are particularly concerned about purchasing more environmentally friendly beauty and personal care products. Over half (54%) of them said they had already switched to more sustainable beauty brands, compared to 29% of those aged 45 - 54 and 28% of people aged 55 - 64. 

Those aged 35 - 54 are the most likely to have changed where they shop to help reduce their carbon footprint, however, with 19% saying they have already switched stores.   

Cleaning products are the essential type of products for consumers that should have good eco-credentials. Half (50%) of people said these products needed to be environmentally friendly, compared to 43% for beauty and personal care products. Only 37% thought it was very important food brands had good eco-credentials, and just 33% mentioned drink brands. 

Over a half of UK shoppers (57%) have already switched to buying more eco-friendly cleaning brands, and 47% have started buying personal care products with a lower carbon footprint. 

The grocery products scored lower; just 38% have changed the fruit and vegetables they buy, 33% the meat and fish, and 29% dairy. 

When it comes to pre-prepared food such as ready meals and desserts, only 21% and 10% respectively have considered a product's eco-credentials when purchasing. 

Only 9% of respondents have considered eco-credentials when purchasing alcohol.  

The eco-credentials on the packaging are crucial for a third of consumers, with 31% always checking them while shopping. More than half (55%) said they sometimes notice this information on packaging. The youngest consumers under 35 are the most likely to search for this information on products.

About a half of the consumers trust brands' environmental commitment, with younger shoppers having less confidence in brands. 

Stuart Sankey, Head of Shopmium UK, said: "The results of our survey clearly show consumers want to reduce their environmental impact by purchasing groceries, beauty products and other FMCG goods that have good eco-credentials, such as those that are locally grown or come in recyclable packaging.

"For the past 18 months, the pandemic has been the central driver of change among purchasing habits but this is set to change as climate change moves to the top of the agenda. The recent IPCC report and upcoming UN Climate Change Conference in Glasgow, show the climate is an issue that can no longer be ignored and consumers will expect to see brands taking swift action to ensure their products have as little impact on the climate as possible. 

"Given 80% of consumers say they will change their purchasing habits to buy products that have a low carbon footprint; it's the brands and stores that take the initiative to overhaul their operations and ensure the goods they put out are truly sustainable, that will be the brands and shops of the future. The younger generation in particular, will be seeking products that reduce their carbon footprint and if brands don't meet their environmental expectations, we expect them to get left behind. 

"The introduction of eco-labelling means brands have nowhere to hide when it comes to their carbon footprint, and with consumer trust in brands already low, big brand reputations could easily be destroyed if they don't listen to the voice of consumers now. The key outtake of our survey is that brands can no longer ignore the imperative to lower their carbon footprint and ensure their products are as eco-friendly as possible if they want to survive."