Middle classes ‘are changing their diets to save the planet’

WHEN it comes to planning meals, some parents are hamstrung by their children’s fussy habits.

But it seems that the middle classes are now more worried about the planet than their little ones’ palates.

A study has found that the environment is not just a key battleground in politics, but in supermarket aisles too, with a third of shoppers eating less meat and fish than two years ago, and a similar proportion planning to reduce their consumption further by 2021.

The figures have emerged in Waitrose’s food and drink report, which charts the buying and eating patterns of the chain’s well-heeled customers.

Its publication comes just over a year after MasterChef judge William Sitwell quit as editor of Waitrose’s in- store magazine, having suggested running a series of articles on ‘killing vegans, one by one’.

The report’s findings follow the chain’s introduction of several plant- based products, including own- brand vegan bacon – ‘streaky pieces’ made with wheat and coconut milk.

Amid a backlash against plastic packaging – and the rise of

Extinction Rebellion – concerns about the environment are now affecting shopping lists, it reveals.

The report identifies socalled ‘mindful spending’ as a growing industry, with sales of cleaning products made from non- toxic biodegradeable ingredients up by almost a fifth. Sales of toilet paper made from recycled material are up by 39 per cent.

Half of shoppers said they bought fewer than one hot drink out per week, amid the war on non-recyclable takeaway cups. Cost is also a factor – with half of customers buying fewer lunches out and preparing meals at home instead.

The report also found it was becoming ‘ cool to be kind’, with some 17 per cent saying they cook for others more now than they did five years ago, from meals for family and friends to charity bake sales.

Waitrose managing director Rob Collins said: ‘Our findings point to a move away from materialism, and towards a rise in compassion and simplicity in British lifestyles.

‘It seems that, as the world beyond our front doors becomes increasingly complicated, people are doubling down on the things that really matter. Households are decluttering to focus on the values – and people – that mean the most to them.’

The report also highlights the food trends that have taken off during the year, from celery juice to tahini paste. In addition to the rise of part- time vegetarians, or ‘flexitarians’, it also identifies the swelling ranks of ‘ seagans’ – vegans who allow themselves to eat sustainably sourced seafood.

The report states: ‘A third of Brits are eating less meat and

fish tha than two years ago, and 32 per cent plan to reduce their consumption even more over the next two years. More than a quarter of us (26 per cent) plan to look for better quality meat or fish while limiting how often we buy it.

‘Shoppers are most likely to choose free-range, British meat, with the top factors influencing purchase being sourcing, provenance and welfare standards.’

‘More likely to choose free-range’