Buying British Food
Almost two thirds of people agree that they like to buy British food to support the local economy (65%).Drawing links between the purchase of British Food and the well-being of the local economy could encourage people to buy British.
However, not as many follow through on these intentions Only just over a third (37%) try to ensure that the majority of their groceries are British sourced. The majority of people believe in supporting the cause, but not all of these actually choose their purchases accordingly.
Possibly some issues on taste and expensiveness could be hindering this potential The population is not clear about the expensiveness of British compared to imported food – 37% agree it is no more expensive – however 26% disagree, with the same number undecided. Similarly 39% sit on the fence when asked about their opinion of the taste of British food. The population require some convincing in both these areas.
Interest in British food is very strongly skewed toward the older age group Those who buy a majority of groceries from British sources tend to be older (20% of 55+ yrs compared to 7% of 15-34 yrs). They also seem to want to support the local economy through the purchase of food (34% of 55+yr compared to 10% of 15-24 yrs).This group also tend to pay more attention to where groceries are sourced generally. This is a somewhat worrying trend, younger people seem to be less aware and engaged in the provenance of their food.
Londoners could not be bothered – too busy? Too far away from the country? The population of London is more apathetic about buying British food in order to support the local economy, than anywhere else in the UK, with one third neither agreeing nor disagreeing that they like this. They are also less likely to pay attention to where groceries are sourced than other regions. London residents are least likely to buy British sourced groceries – only 38% agree compared to 51% in the Midlands and 54% in the rest of South England.
Co-op would do well to increase its range of locally sourced food Co-op main shoppers are more likely to buy mainly British food, than shoppers at Asda, Morrisons, Sainsbury’s or Tesco (78% vs. 45-58%).
Awareness of the British Food Fortnight is limited Only 15% of people had ever heard of the British Food Fortnight.
Is the British Food Fortnight preaching to the converted? There seems to be a predisposition to British food among those who have heard of the Food Fortnight. People who have heard of the British Food Fortnight generally believe that British food is no more expensive (48% vs. 36%) than those who have not heard of it. They are more likely to buy mostly British food (68% vs. 44%) and more keen on the idea of buying British food in order to support the local economy (82% vs. 63%).
The level of awareness of the British Food Fortnight is within a narrow demographic An incredible 66% of those who are aware of the British Food Fortnight are 55+ yrs old. Largely retired, empty nesters. They are more likely to be female and tend to be relatively well off (in the AB social grade).
Director of Ipsos Marketing, John Coll, said:
“This survey confirms that the public clearly see British food as great value for money personally and great value for the economy locally, but it is still clear that other factors influence how people fill their shopping basket. The big challenge now is getting a wider audience to buy British.”
Technical note
Fieldwork was conducted by Ipsos’s Capibus on behalf of Ipsos Marketing and carried out between the 16th September – 22nd September 2011. The sample comprised of 1,010 respondents aged 15+ within Great Britain. Results have been weighted to the known population of adults aged 15+ in Great Britain.
