However, the surge is mainly among high-earning under-24-year-olds living in London. In families with children, only 11 per cent of men say they pick up the groceries. The survey, by retail agency Healey & Baker, also found shoppers were becoming more discerning about the source of their food. Nearly six out of 10 try to buy British, the same amount do not want to buy genetically modified food; and 44 per cent try to avoid factory- farmed food. However, three-quarters complained that organic food is over- priced.
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More men are getting behind supermarket trolleys to do the food shopping, according to a survey of buying habits. The proportion of men who claim they regularly do the main shop has risen from 21 per cent last year to 26 per cent.