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

25/09/2009

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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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