Irish shoppers are increasingly claiming to purchase their food produce on taste and production values more than on price, retailers were told yesterday. Ciarán Brennanreports.

Amárach Consulting research director Jane Kearney said this was especially true of those at family-life stage, when the meals parents provide for their children are of paramount importance.

"One in two shoppers purchase from the organic range on the basis that it is healthier for them and their families," she told delegates at the annual conference of retail lobby group Efficient Consumer Response Ireland.

"Information and public focus on health and nutrition, coupled with an awareness of the dangers of additives and chemicals to foods, means that consumers are shopping as best they can to ensure they are not exposed to harmful ingredients."

Ethical and environmentally friendly decision-making is also becoming evident, with one in two shoppers avoiding products they perceive to be unethical, according to Ms Kearney.

"More than one in two Irish grocery shoppers buy from the Fair Trade range," she said.

"When asked if their intention to buy is price related, two in three of the current group of Fair Trade buyers claim they would seek to buy these products, even if they were more expensive."

However, loyalty to retailers is on the wane, with more consumers shopping around, according to Ms Kearney.