A growing number of shoppers are planning to do more home cooking and grow their own fruit and vegetables in the year ahead, in a return to the ‘Good Life’. The research found that 42% of shoppers intend to cook from scratch over the next six months - compared to 19% in 2008 - and 28% plan to growth their own fruit and vegetables. Younger people and those with children are the most likely to do opt for the ‘Good Life’.
Joanne Denney-Finch, chief executive of IGD, said shoppers were reacting to a number of the pressures on their spending power, such as higher fuel and taxes.
“Shoppers are prepared to trade time for cash in order to maintain their quality of food. Some of the popular ways they are doing this include more cooking from scratch and growing their own fruit and vegetables,” she said.