Old habits die hard for ‘sustainable shoppers’, dunnhumby

56% of shoppers say they want to be more self-sufficient in food, reducing the environmental impact of what they consume. Yet 40% of them still spend more on meat products than they do on fruit and vegetables, according to research by dunnhumby.

These insights are some of the first to be published by dunnhumby Beyond, which taps data from over one million UK transactions in the UK’s leading grocers. Other key findings include: 58% of shoppers state that they throw away less food than they did last year; 75% of 55+ year olds still buy plastic items such as plastic carrier bags and plastic water bottles; 60% of Millennials say they use and purchase less plastic than one year ago, but 80% continue to buy plastic items such as carrier bags and water bottles.

“Prior to the development of dunnhumby Beyond, if a UK brand wanted to access shopper insight relating to retail shopping activity to inform their business planning, they tended to approach a host of data suppliers to try and build a true view of the full market,” says Guillaume Bacuvier, CEO at dunnhumby.

“With Beyond now available in the UK, we can offer a single source of data connected at an individual shopper level, providing a complete view of shoppers’ cross-grocery retailer shopping activity, online behaviour, lifestyle and attitudes.”