top of page

British Shoppers Stick to Tried-and-Tested Fruit and Veg Choices, Aldi Study Reveals

In a revealing insight into the shopping habits of Britons, a recent study commissioned by supermarket giant Aldi has uncovered that a significant portion of the population rarely deviates from a familiar list of fruits and vegetables during their weekly shop.

The survey, involving 2,000 adults, highlighted that 24% of shoppers consistently purchase the same items, attributing this to habit and comfort in cooking with known ingredients.

The research pointed out that bananas and potatoes are staples in over two-thirds of British shopping baskets, followed closely by carrots, apples, and onions. In contrast, butternut squash, pomegranate, and aubergines languish at the bottom of the preference list, alongside kale, avocados, asparagus, and cherries.

Julie Ashfield, Managing Director of Buying at Aldi, commented on the findings, noting the tendency of consumers to stick to familiar produce. She emphasised Aldi's commitment to encouraging a varied and healthy diet by offering affordable options and inspiring recipes to help shoppers explore beyond their culinary comfort zones.

The study also revealed that a quarter of adults grow weary of their routine fruit and vegetable selections, with a third choosing the same produce throughout the year, regardless of seasonality.

However, when considering a change, 58% of respondents indicated a preference for seasonal products, and 53% would be swayed by attractive offers.

Despite a tendency towards repetition, the survey found a willingness among 56% of participants to be more adventurous in their cooking.

Fresh ingredients triumph over frozen, with respondents preparing meals from scratch five times a week, compared to just two meals from frozen options.

Ashfield further added that Aldi's easy and cost-effective recipes aim not only to introduce new ingredients into diets but also to support British suppliers by incorporating locally grown produce.

This study sheds light on the culinary habits of the British public, revealing a preference for familiarity but also an underlying desire for culinary exploration.

With supermarkets like Aldi leading the charge in offering diverse and affordable options, the British palate might soon experience a broader spectrum of flavours and ingredients.

bottom of page