June 2019
Featured in this insight: Central government & non-department public bodies, Consumer goods & FMCG , Food & drink
Survey finds UK consumers buying more British and local produce: A survey of UK adults has revealed since the UK voted to leave the EU, more have been choosing to buy British and local products.
The poll for Simon-Kucher & Partners found that 30% of the 1,001 people surveyed said they are buying more British-grown products, climbing six percentage points since April 2018 when it was just under a quarter (24%).
The survey suggests that Leave voters are in front when it comes to buying British with 36% reporting they are buying more British brands, compared to 22% of Remainers.
When asked what they are buying, 63% said local produce such as cheese, fruits and vegetables. More than a third also report spending more on English brands.
The survey also revealed insight about consumers' perceptions of British brands. It found that respondents believed some brands that are not British to be British, including Walmart and Nike. This, the report suggests could be tackled by using better labelling on products.
Findings however suggest that simply branding a product as 'British' using a Union Flag icon or similar will not be enough to encourage people to buy British. Consumers will still look to other factors such as price (61%) and quality (55%) before they commit to buying a product over non-British alternatives.
Author of the research, Rosalind Hunter of Simon-Kucher & Partners said:
“Indeed, with the continuing economic uncertainty, price is likely to stay as the number one concern for shoppers for the foreseeable future.”
View more of our sector specific insights: Central government & non-department public bodies, Consumer goods & FMCG, Food & drink
