THE RETAIL BULLETIN - The home of retail news
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
Interviews
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE
Insight: half of UK shoppers buy local to support small producers

A new survey has found that 55% of UK consumers buy local brands as a means of supporting small producers and those in their local area.

GENERAL MERCHANDISE

Insight: half of UK shoppers buy local to support small producers

A new survey has found that 55% of UK consumers buy local brands as a means of supporting small producers and those in their local area.

Other reasons given for making local purchases included better quality, products tasting better, and helping the environment due to products not being transported over long distances.

The European Shopper Insights Survey, which polled more than 3,300 consumers from seven European countries including 500 in the UK, also found that consumers who did not buy local cited price, availability of products and limited assortment as the reasons for their choice. In addition, some 27% of respondents said they worried that the brands were ‘unknown’.

It also found that older shoppers were more likely to show a preference for buying local while people aged 18-24 were more inclined to buy international brands as they perceived them to be more innovative and affordable. Over 50% of shoppers in this younger age group said they preferred to focus their spending on big brands, with the exception of fresh food.

Foods that UK shoppers said they were more likely to buy local included milk, eggs, yogurt and cheeses. Some 23% of those polled said they preferred to buy local/national fresh food brands but in other European countries the percentage was much higher at 29%.

Olly Abotorabi, senior regional insights manager at IRI, said: “Consumers are increasingly aware of the fact that food grown closer to home means fewer carbon emissions, will be fresher and supports the local economy, and as a result we’re seeing local and national brands starting to win consumers’ hearts and minds.

“In the UK in particular we have a vibrant and innovative ‘local scene’ where challenger brands are emerging as winners, driven by huge amounts of creativity and a desire for authenticity and provenance. Increased uptake of free-from and vegan products and movements like plastic-free and zero food miles are often well embodied by smaller, challenger players.”

Abotorabi said there is an opportunity for both food manufacturers and retailers to capitalise on growing demand for local brands, but he warned they must "get the balance right" to ensure it is a driver for growth.

He added: “Retailers and the food producers themselves need to work together to ensure they can convert those who are interested but not yet ‘buying local’ by ensuring the price is right and that shoppers can find the products on shelves before they walk out of the store.

“It’s clear that big brands resonate more strongly with younger, more globally connected shoppers, so there is an opportunity to nurture and develop these connections. However the positive attributes tied to buying local means an increasing number of manufacturers and retailers must not lose sight of the long-term potential to ‘play small and win big’.”

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
The HR Summit 2019
The HR Summit 2019
Tuesday 8 October 2019
The Cavendish Conference Centre, London W1
The 11th HR Summit 2019, The Cavendish Conference Centre, London W1, 8 October 2019
AI in Retail Conference 2019
AI in Retail Conference 2019
16 October 2019
Cavendish Conference Center, 22 Duchess Mews, London W1G 9DT
Digitally native competitors and demanding customers are forcing a new perspective in retail. AI and machine learning can help you step up to the challenges; and some ‘small and beautiful’ solutions can increase your conversion rates within just a few weeks.
Payment Roundtable 2019
Payment Roundtable 2019
6 February 2019
The Cavendish Conference Centre, 22 Duchess Mews, London W1G 9DT
The Retail Bulletin Payment Roundtable will raise debate and discussion centred on but not exclusive to improving the in-store payment process