British consumers are becoming increasingly rebellious and taking an individual approach to their purchases, according to Mintel Mintel said shoppers are increasingly looking for the personal touch. Almost two thirds of adults claimed to "only shop at supermarkets that serve good quality, fresh food", compared to just over half in 1993. Paul Rickard, director of research, said: "There has been a number of high profile food scares and it seems that consumers are waking up to the importance of knowing the content of the foods we eat." The survey also showed that consumers are more likely to choose a bank with a local branch due to increasing frustration with call centres, and are less likely to book holidays through large travel agencies. According to the survey they also feel under less pressure to buy the latest gadgets.