New research proves that the number one issue for British shoppers in the next decade will be to reduce packaging and use more recyclable materials. For perhaps the first time, the public puts environmental considerations around plastic waste above the price of goods when shopping.

The research, carried out by ThoughtWorks, found that 62% of the 2,000 people surveyed were concerned with the need to reduce plastic packaging and use materials which were recyclable, while 57% said price would be a main driver for their purchases in the next 10 years.

Food waste and wher food comes from were also strong reasons to drive purchases; with 48% and 36% of those surveyed saying these issues affected their decision-making on what to buy and wher to buy it from, according to the research.

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