Shoppers under the age of 35 are almost twice as likely to pay extra for premium quality groceries than their older counterparts.
Findings from IGD’s Shopper Track survey show that 30% of under-35s are prepared to spend more for quality goods, compared with 16% of over-35s.
The survey of 1,000 shoppers also found that just over a quarter of under-35s expected to buy more organic produce next year, compared with 13% of over-35s.
The influence of celebrity chefs such as Jamie Oliver and Gordon Ramsay also meant that 51% of under-35s were now regularly cooking meals from scratch, the researchers said, compared with 30% of over-35s who were more likely to buy prepared meals.
IGD chief executive Joanne Denney-Finch said the UK’s food and drink industry was well placed to take advantage of the trends and provide stores with a wide range of quality local and foreign foods.
The UK food and grocery market is set to be worth £184bn by 2016, compared with £156.8bn in 2011, according to latest IGD Retail Analysis data.