Although it may sometimes feel that supermarkets are springing up on the edge of every town and city, recent research shows that many of us are not happy just to walk their aisles for an easy life! It seems that we are ditching the trolley and adopting a more traditional approach to our grocery shopping with only 52% doing it all at the supermarket and as many as one in five (21%) adults preferring to shop at local stores and markets where we feel we can buy better quality, fresher produce.
Greater consumer awareness about the ill-effects of some additives and preservatives means that as many as a third of adults (34%) like to buy free-range products, and a similar number (32%) look out for foods that do not contain too many preservatives. Linked to this, farmers' markets are growing in popularity plus more and more people are prepared to pay a little more for organic foods.
As far as travel goes, as our disposable income rises we are taking more holidays (particularly short breaks) and increasingly we want to do this independently.
According to the report some 34% of adults now like to travel independently, not using the services of the High Street travel agent – we want to design our own itineraries, plan where to go and what to do, in our own time and at our own pace. We want our holiday tailor-made to our individual requirements and interests.
There are also signs of travellers' growing awareness of the impact of their choices with one in five (17%) concerned that tourism is in danger of destroying local traditions and one in four (23%) of adults trying to learn about the local culture before going abroad.
Clearly the internet has been a huge factor in the rise of the independent consumer – it effectively provides a massive shop window which many of us can access from our own homes at any time. The convenience and access is unbelievable – whilst a large part of the UK retail industry is suffering currently, there has been a huge increase in 'e-sales'. According to analysts Retail Decisions, almost half of UK consumers use the web as part of the buying process for goods and services and, with a huge range of travel options, destinations and modes of travel available via the web, holidays are at the top of their list.
Whether we are buying food or a holiday, fair trade and ethical considerations do now play a part for many of us in our choices along with environmental and ecological concerns. We want to know more about the long term economic and social consequences of our actions – we want to feel we are having a positive effect, supporting local people, promoting development and sustaining communities.