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"The Good Life" set to make a comeback amongst the young, according to Sainsbury's study

November 2007

“THE GOOD LIFE” SET TO MAKE A COMEBACK AMONGST THE YOUNG, ACCORDING TO SAINSBURY’S STUDY

Local produce is back and is fashionable, according to a new report from Sainsbury’s. A resurgence in seasonal awareness is taking place amongst the 18-34 age group, who are now the consumers with the highest awareness of what fruit and vegetables are in and out of season and what aren’t, according to a national study of more than 7,000 consumers by Sainsbury’s.

The study finds that the children of those born in the fifties and sixties have become the re-born sons and daughters of the soil and are proving more knowledgeable than their parents about indigenous, seasonal fruit and veg. A new generation of Tom and Barbara Goods – the couple from BBC’s seventies sitcom The Good Life are being born.

Sainsbury’s believes that high profile gardening presenters such as Monty Don, Diarmuid Gavin, Rachel de Thame and Charlie Dimmock, as well as the renewed popularity of the land and allotments amongst celebs, best evidenced by the “fashionable wellie factor” are contributing to better awareness of the seasons.

Ian Jarmarkier, Head of Sainsbury’s Food and Innovation Centre said: “We think that a new generation of shoppers is getting back in touch with the rich basket of fruit and vegetables that are grown here in Britain. That is great news for British producers.”

Surprisingly older consumers have become more used to the availability of produce all year round and are less questioning about its origins. The quarterly study of more than 7,000 consumers by Sainsbury’s found 23 per cent, almost one in four, of over 55 year olds thought bananas are currently in season in the UK and six per cent reckoned exotic mangoes were also in season in the UK.

By comparison, only 11 per cent of 18-34 year olds thought bananas and three per cent thought mangoes came from the greenhouses of UK growers. Mangoes are sourced mainly from Africa and South East Asia while bananas come from Central America and the West Indies.

The 18-34 age group are the keenest to back organic produce. 30 per cent said they intended to buy organic food in the coming month compared with 26% of over 55s while 28 per cent said that an organic label had a positive impact on their decision to buy.

The report showed how most people were aware of the seasonality of traditional British fruit and veg. 84% correctly stated apples were in season, 74% carrots and 56% cabbages.

But confusion arose when respondents were asked about more exotic fruit.

Sainsbury’s is keen to build on the upsurge in interest in fruit and veg among the young and this year is supporting the Year of Food and Farming which provides backing to local farmers.

Ian Jarmarkier added: “Supporting and promoting regional produce is a major area of focus for Sainsbury’s. We’re proud of the thousands of farms that provide first-rate produce to our stores and we intend to invest more resource and energy in promoting the seasonality, nutritional benefits and outstanding quality of British-grown fruit and vegetables.”

15% of us said asparagus was still in season – the season finished in July and most of the asparagus on sale now originates from South America. 10% thought nectarines were grown in the UK and were in season.

Perhaps the strong connection between Brussels sprouts and Christmas contributed to the relatively low 24% of us who correctly stated they are in season now.

Perceptions of seasonality September 2007 (brackets indicate whether produce is in season or not; figures show percentage who believe that something is in season in the UK)

Apples (Y) 84
Apricots (N) 7
Asparagus (N) 15
Bananas (N) 16
Brussels Sprouts (Y) 24
Cabbage (Y) 56
Carrots (Y) 74
Leeks (Y) 48
Lettuce (Y) 46
Mangoes (N) 4
Nectarines (N) 10
Parsnip (Y) 42
Potatoes (Y) 79
Strawberries (N) 30
Swede (Y) 39
None of these 3

- Ends –

Survey carried out online by YouGov plc. Total sample size was 7,698 adults. Fieldwork was undertaken between 18th – 26th September 2007. The figures have been weighted and are representative of all UK adults (aged 18+).

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