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Homing in on home-grown

20 : 04 : 2017 Brexit : Supermarkets : British

UK – Consumers are choosing British food produce above foreign alternatives, but only up to a certain price point, according to a new survey.

  • Nearly one in five people in the UK are more likely to buy home-grown food following last June’s EU referendum
  • If £5 worth of food were to increase in price by £1, nearly half (49%) of consumers said they would switch to a cheaper product
  • Although Baby Boomers are driving this trend, younger generations also indicated their preference for buying British

The Buying British report, conducted by YouGov, found that 17% of consumers in the UK are more likely to buy food produced in Britain following the referendum to leave the EU in June 2016. In addition, since Article 50 was triggered in March, this figure has increased to 23%, according to YouGov.

Despite 71% of consumers indicating that they try to buy British food whenever possible, most people’s purchases are still largely dictated by price rather than provenance. The research indicated that if the price of British food were to increase by 10%, three in 10 consumers would prefer to buy cheaper imported produce, while if the price were to rise by 25% this figure would jump to six in 10 consumers.

In buying British groceries, most consumers are motivated by the desire to help the UK economy, with 73% keen to support domestic farmers and 69% demonstrating a desire to assist British businesses.

Unsurprisingly, the demographic that showed the strongest sense of allegiance to British products was Baby Boomers, with 83% of people aged 55 and above preferring to purchase food produced in the UK. This figure falls to 57% for Millennials, but rises to 62% among Generation D. Similarly, for British products more generally, 79% of Baby Boomers, 60% of Millennials and 57% of Generation D try to buy from UK manufacturers.

The Big Picture

To consumers, countries of origin labels are sets of specific attributes that often have a considerable influence on purchasing decisions. For more, see our Insight article on the value of Made In… labels.