In the UK, local and regional foods represent 6% of food and drink sales (Source: Defra,2003). The market for regional foods is very dynamic, experiencing current growth and seeing much change. Products are making the transition from niche brands available in a limited number of outlets to brands widely available through a range of channels.
The aim of this research was to investigate what makes local and regional foods special offering a point of differentiation from the competition, and secondly, to analyse how these attributes can be harnessed to better meet the needs of shoppers, suppliers and retailers.
This broad aim is broken down into more detailed objectives, outlined below.
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To understand how consumers structure the market for local and regional foods and how this impacts marketing strategy.
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To assess who is most likely to buy local and regional foods.
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To ascertain how consumers shop for local and regional foods and how in-store ranging and merchandising should respond.
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To determine the core benefits of local and regional foods and thus ensure that the product and its related marketing are relevant to the consumer.
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To explore the future for the local and regional food market and opportunities for market growth.
