The latest survey from YouGov shows that three in ten (29%) Brits say they “prefer to serve organic and natural foods” to their families. A further insight from data reveals how this attitude corresponds with other culinary preferences and behaviours. While seven out of ten (70%) Brits identify themselves as meat and poultry eaters, only a little over half (53%) of those who favour organic food do. Of the non-organic eaters, 4% identify themselves as vegetarians, 2% as vegan, compared to twice as many organic food eaters – 9% and 4% respectively. Of the organic advocates, 42% are the sole shoppers in their household and are also more likely to consider themselves healthy eaters (73% vs 57%). Organic shoppers are also more likely to look at provenance (72% vs 50%), and also stated that that if they have a choice they prefer to buy products made in their home country (72% vs 58%). Unsurprisingly, almost two thirds of organic shoppers are more likely to buy fair trade products compared to non-organic shoppers (63% vs 38%). Also most voice a strong aversion to genetically modified food: 56% say they don’t buy food that is genetically modified, versus 38% of the general public. Over four in ten (44%) also say they only buy products from companies whose ethics and values align with their own – versus just a quarter (24%) of Brits overall. Read more here.