GB: Sainsbury’s launches six-week long donation drive - How likely are its shoppers to donate?

British supermarket chain Sainsbury’s has announced that it will donate 50p to British charity Comic Relief for every product sold from its ‘Inspire to Cook’ range until 11 July this year. The activation is part of the grocer’s ‘Nourish the Nation’ initiative designed to alleviate food poverty. Sainsbury’s launched its ‘Inspired to Cook’ range in April last year and the line features 200 products including condiments, fresh herbs and sauces created to make home cooking simpler.

We look at the cooking habits of Sainsbury’ customers to see how often they cook from scratch.

Data from YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - shows that 40% of Sainsbury’s customers say they cook from scratch at least once a week. Almost a quarter (24%) of Sainsbury’s customers cook from scratch on most days and 14% of them say they cook from scratch almost always.

By comparison, a third (33%) of the general British population cooks from scratch at least once a week, while 23% of them cook from scratch on most days. 

We also look at YouGov data to see charity-related attitudes among Sainsbury's customers. 

According to YouGov Profiles, 39% of Sainsbury’s customers and 41% of the general British population say they are very likely or likely to donate to a charity in the next three months. On the other hand, 35% of Sainsbury’s customers are either not very likely or not at all likely to make donations in the next three months. 

When it comes to Sustainable Development Goals that Sainsbury’s customers think are the most important, 5% choose ‘zero hunger’ and 5% of customers say ‘no poverty’ is the most important Sustainable Development Goal, followed by clean water and sanitation (4%) and good health and well-being (4%).

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles. 

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