Irish consumers are increasingly making their shopping choices on "ethical" and taste grounds rather than price, according to new research.
A majority of shoppers say they go out of their way to avoid buying "unethical" products, and 56 per cent say they buy ethically-produced FairTrade produce, the survey of shoppers' preferences by Amarach Consulting found.
Two-thirds say they will continue to buy FairTrade even if it costs more.
Organic products are also finding increasing favour.
This is largely on health grounds, and because of worries over chemicals and pesticides in food. Some 56 per cent of shoppers buy organic products, and only 3 per cent of those surveyed consider them "little more than a fad".
"In understanding consumer needs we have to be aware that for consumers shopping time is limited, their cooking skills and time devoted to cooking is decreasing but interest in food in growing," says Jane Kearney, research director of Amarach.
Less than half of those interviewed said they cooked regularly, though hardly anyone is prepared to admit they never cook.
"We found that under-35s in particular have a fabulous language and experience of foods but most don't have the skillset to prepare simple food and might cook as seldom as once a month," said Ms Kearney.
The weekly shop in a favoured supermarket has been replaced by multiple visits to different types of retailer, from supermarkets to discounters and boutique shops.
Two-thirds of those surveyed said they had stopped buying a product because of a food scare, but almost 60 per cent went on to buy the same product again once the problem had abated.