Jamie Oliver ‘generation’ emerges

CELEBRITY CHEFS like Jamie Oliver and Nigella Lawson are encouraging a “food revolution” among younger people.



Shoppers aged under 35 are twice as likely to want organic food as those over 35. They are also more likely to cook from scratch, aspire to shop ethically and waste less food.


The findings come from the latest IGD ShopperTrack research. A demographic breakdown comparing shoppers aged under 35 with those aged over 35, threw up a number of intriguing stats that suggests young people are buying in to sustainability.


For instance, the survey revealed that 26% of shoppers under 35 expect to buy more organic food over the next 12 months, compared to 13% of over-35s. The younger generation are also looking to cut waste more actively with 43% cooking more with leftovers, compared to just 30% of over 35s. Almost a third of people under 35 are also willing to pay more for premium quality food.


Joanne Denney-Finch, chief executive, IGD, said: “This is great news for the whole food chain in the UK. The last 20 years have seen a foodie revolution as people have grown up watching celebrity chefs like Jamie Oliver, Nigella Lawson and Gordon Ramsay.

“The under-35s have travelled abroad more than their parents and grandparents. They are more aware than ever of the challenges facing our global climate. And the internet has brought recipes from around the world direct to people’s kitchens.”