The Consumer Story    The Retailer Story    The Category Story

‘Reality Bites’ is the title of our own study which is the first to measure ACTUAL BEHAVIOUR alongside ATTITUDE to reveal the gap between what consumers say they do and what they actually do.


The Consumer Story
55% of consumer say their purchasing habits are responsibly motivated, but 30% of them don't actually purchase responsibly.

Click here to find out more about our consumer segments and their behaviour

Click here to learn about the real gap between behaviour and sentiment

The Retailer Story
Morrisons and Sainsburys top the responsibility ranking among the Big Four.

Click here to find out which supermarkets are top of the responsibility league table

The Category Story
More purchases of fresh meat are motivated by responsibility cues than by price.

Click here to learn how responsible behaviour changes across our four categories

What we did:

1. We took a representative sample of over 1,000 consumers who reflect the UK grocery share

2. Each person recorded all their purchase right down to a bar code level from four important food categories - meat; fruit; veg and chilled ready meals. They had no idea why this data was being collected

3. Two weeks later each person completed a wide ranging attitude questionnaire exploring subjects like food preparation and cooking; food waste; recycling and broader environmental issues

4. Following our quantitative analysis we have spent a large part of the summer of 2009 living with people from our sample to really understand what their lives are like

The links below will take you to the key findings from Reality Bites.

If you want to be notified when new content is available click here and fill in the online form.

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The Consumer Story: Segments and Behaviour

There are many green/ethical segmentations, but they don't really tell you what consumers are actually DOING...

The Retailer Story

Morrisons and Sainsburys top the responsibility ranking among the Big Four...

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