Most consumers still buy on price

The majority of consumers put price as the key driver when buying food, new research from the National Office of Animal Health (Noah) has found.

The study, carried out on a panel of 1,007 consumers by IGD ShopperVista in autumn last year, saw 53% put price as the most important factor when shopping, with 35% saying it was price and 32% familiarity with the product.

The use-by/sell-by date was also selected as most important by 32% of consumers, with taste and smell the top choice of 26%.

The importance of special deals is clearly important as 23% of consumer put promotions as the key driver in purchasing decisions. The origin of the food and products produced more ethically were only the main differentiating factor for 17% and 16% of the shoppers respectively.

The research also asked the consumers who they trusted for accurate information about food, with the FSA coming out on top being chosen by 32% of respondents, up 2% compared to 2012 when the research was also carried out.

Defra also did well, increasing 7% to 19%, while animal welfare bodies were up 3% at 8%.

Consumer groups fell 4% to 8% and butchers were down 6% to 6%, and even farmers fell 4% to 4%.

Perhaps surprisingly, supermarkets were more trusted, rising 2% to 4%.

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