90 per cent of shoppers think that supermarkets can help them make more sustainable decisions, according to new research.

The study from tcc surveyed 2,000 consumers across Germany, France, Russia, China, and Italy.

The report also found that 78 per cent of shoppers now make purchasing choices based on whether products are environmentally friendly.

“Grocery retailers, in particular, have an important role to play,” said Nicolas Garrelly, sustainability manager, tcc. “They can tap into this strength of feeling through their loyalty rewards and in turn help shoppers make more environmentally friendly choices.”

Last month Which? urged UK supermarkets to do more to make refillable products widely available and clearly labelled.

The consumer watchdog said that while refillable products, which are much more sustainable than using plastic, are increasingly popular, shoppers are struggling to find these products on supermarket shelves.

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