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More shoppers to grow their own

Published: 25 May 2011
More shoppers are planning to grow their own fruit and vegetables in the coming year, according to IGD ShopperTrack research published this week.
More shoppers to grow their own
The research, based on responses from 1,001 grocery shoppers surveyed between April 1 and May 3 this year, shows that 28% of all respondents said they plan to grow their own fruit and vegetables.

And, it was younger shoppers who saw the largest percentage with 38% of 25-34-year-olds compared with 22% of over 65s saying they planned to do more GYO.

Of course, this may be because the older demographic is already growing its own, or is less affected by the economic downturn and the perceived savings GYO can bring.

However, the latter is not borne out by the socio-economic analysis, which showed that 38% of ABC1 shoppers with children planned to do more GYO, compared with 24% of C2DEs with no children.

The survey also found that more consumers were planning to cook from scratch - in fact, 42% said they planned to do more. Again this was skewed in favour of the younger demographic groups with 56% of 18-34s planning to do more, compared with 26% of over 65s, for whom cooking from scratch may well be more the norm.


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