Hugh Fearnley–Whittingstall and Jamie Oliver have succeeded in their quest to change Britain’s chicken buying habits.
A new survey reveals that a staggering 38 per cent of us have swapped from intensively farmed chicken to free-range since Fearnley-Whittingstall and Oliver’s campaigns aired on Channel 4 last month.
However, 36 per cent are determined to continue buying intensively-farmed chickens for the foreseeable future, saying that the increased profile surrounding chicken farming methods has not made an impact on them.
The research carried out by G2 Data Dynamics also shows that people living in semi-detached housing are more likely to go “free-range” than those living in any other type of housing in the UK, indicating that the “keeping up with the Jones’” mentality is still alive and well in the UK.
The most conscious age groups have been identified as the over 75s, 65-74s and 25-34s, with 41% of each age group altering their shopping habits from regularly buying intensively farmed to free-range chicken.
Bucking the trend, however, are the 40 per cent of UK men who are sticking resolutely to buying intensively farmed meat.
“Clearly there are some groups out there that need to be a little more hen-pecked if they are to change their chicken purchasing habits. But on a more serious note, whilst a fun survey, it is this kind of insight that enables the consumer to make themselves heard and sow the seed of change in farming practices for the future,” said Alan Thorpe, Commercial and Operations Director, G2 Data Dynamics.
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