Ethical shopping? Half of us could not care less where our food comes from

Ethical food does not matter to most shoppers, according to a survey which found that half of people did not care where their food came from.

Around half of those questioned said they would not necessarily stop buying products from a company if they discovered it was acting unethically.

Three quarters said that when choosing which shops to visit, the range of ethical products on offer had no bearing on their decision.

Half said they would only pay more for ethical products if they understood clearly where the extra money went.

Of those who were concerned about ethically sourced goods, animal welfare was their most important concern, followed by responsibly sourced ingredients and good worker welfare.

Richard Ford, a senior food analyst at Mintel, which carried out the survey of 15,000 shoppers, said: “The fact that animal welfare ranks as the top ethical concern adds credence to the suggestion that Britain is a nation of animal lovers. Ethics is becoming ever more ingrained into food and drink operators’ sourcing policies, but it is a complex area which is important to get right.

“That so many consumers would stop buying from a company acting unethically highlights that operators must ensure their operating standards are not just legally, but also ethically robust, or risk boycotts and reputational damage.”

He added: “Not only do consumers expect good ethical practices from operators, they also expect to be informed and reassured over why they’re paying extra and where the money is going. Cost remains a key barrier for many buying into ethical food and drink products.”