Groundbreaking survey of UK responsible consumerism pinpoints Morrisons’ ethical edge over Tesco and Asda

25/09/2009

www.thegrocer.co.uk/articles.aspx

A new survey quantifying the competitive effect of ethical food shopping habits on major UK supermarket chains has identified Morrison’s as the prime beneficiary of recession-hit responsible shoppers.

Morrisons, which enjoyed the fastest summer growth rate of the Big Four and last week announced a same-store sales rise of 7.8 per cent (excluding fuel and VAT) in the six months to August 2, sits alongside Waitrose and Sainsbury in terms of the proportion of shoppers buying ethical foodstuffs in the study by Responsible Research .

The Reality Bites study by the Responsible Research consultancy, based on tracking actual food purchases over the worst months of recession, shows buying responsibly remains a significant influence on shopper decision-making despite the downturn.

Tags: Tesco, Asda, Morrisons, Sainsburys, Co-op, British produce, Big Four, Retial Landscape, Local shopping, Low food miles, Seasonal produce, Green packaging,

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Responsible Research Present at ESOMAR World Congress 2009

21/09/2009

Alan and I have just returned from Montreux after presenting the research that launched Responsible research. Following on from the keynote speech of Paco Underhill, CEO of Envirosell, we opened the session which focused on CSR and Ethics with our paper ‘Responsible Consumerism: Uncovering the catalyst for change’.

We were really encouraged by Paco Underhill’s speech as he underlined much of our own thinking about the research techniques applied to grocery shopping; industry focusing too much on sales data without real insight to understand behaviour and relying on just consumers stated behaviour.

Read more in Manfred Mareck’s Esomar Congress report....
 

Tags: ESOMAR, Responsible Consumerism,

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