May 21st, 2025
2 mins
As a BFFF member, you get access to Vypr’s latest Consumer Horizon: May 2025, bringing you the industry’s most up-to-date and actionable insights, with expert contributions from the Ellen MacArthur Foundation and Wildfarmed.
Inside, you’ll discover…
Older shoppers: overlooked and undervalued
Over-65s are the only age group that does not prioritise price. They hold 60% of the UK’s wealth — and they are shopping for quality, not discounts.
Wellbeing drives purchase intent
From gut health to better sleep, shoppers want functional, low-processed products that support how they live.
Regenerative farming awareness is rising fast
Half of UK consumers now recognise the term. With the right loyalty scheme, 85% would switch.
And more.
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