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* Home or Away – The Role of Provenance Date Published: 30/07/2008 *
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Home or Away - the Role of Provenance  

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How place of origin, local food and food miles are affecting  shopping purchase decisions

  
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UK shoppers have more choice than ever before when it comes to choosing local, regional, national or international food and grocery products. With increased migration into the UK, International food aisles have expanded to meet the demands of the new culturally and ethnically diverse population.

IGD research in 2007 has shown a juxtaposition where UK shoppers believe it is very important to support British farmers, and also producers in developing countries. There has been increased popularity in purchasing local and regional food from a variety of channels, ranging from farmers markets to supermarkets. However, with broader concerns about climate change being high on the consumer agenda, to what extent are shoppers questioning how far their food has travelled and how it has been produced?

IGD's Home or Away – The Role of Provenance report looks specifically at place of origin and the extent to which this relates to the desire for authentic, high quality and tasty products. It also probes the demand for year round availability versus concerns over the environment and food miles. Does this focus on food miles represent a growth opportunity for local and regional foods, or does the plight of developing nations strike a stronger chord?

 
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Home or Away – The Role of Provenance will help you to discover:

How important place of origin is for different categories

Why shoppers purchase products based on place of origin

What role place of origin food labelling plays in the decision making process

How consumers trade off a desire to support developing nations against concerns for the environment?

What role authenticity and taste play versus availability?
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INTRODUCTION
  • Executive summary
  • Research objectives
LOCAL & REGIONAL FOODS - MARKET SIZE
  • The drive for local in retail
DEFINING LOCAL
  • Defining local – distance
  • Defining local – the supply chain
PURCHASE BEHAVIOUR
  • Local food buyers
  • Local food buyers by region
  • Different types of local shoppers
  • Activists
  • Choosers
  • Uncommitted
GROWTH OPPORTUNITY
  • Current versus future buyers
  • Current and future buyers by region
PURCHASE DRIVERS FOR LOCAL FOODS
  • Drivers for local foods – Freshness
  • Drivers for local foods – Local community
  • Drivers for local foods – The environment
  • Drivers for local foods – Taste
  • Drivers for local foods – Heritage
  • Drivers for local foods – Food sourcing
  • Local food rather than imported
BARRIERS TO PURCHASING LOCAL FOODS
  • Interested in local food
  • Uninterested in local food
  • Price
  • Impact of economic downturn on local
  • Availability
  • Difficulty in finding local foods
  • Difficulty in knowing whether it is local
  • Scepticism over place of origin
  • Time
  • Quality
CATEGORY ANALYSIS
  • Categories purchased
  • Opportunities for category growth
  • Fresh vegetables
  • Fresh fruit
  • Eggs
  • Red meat
  • Milk
  • Cheese
  • Fish and fish products
  • Other local categories
LOCAL FOODS - JUGGLING PRIORITIES
  • Cost /economic downturn versus value
  • Organic and/or local
  • Quality versus guilt of buying from overseas
  • Seasonal products
  • Year round availability
LOCAL FOODS & BRANDS
  • Local foods – big company or small companies?
  • Large brands being local
CONCLUSION
  • Key shopper insights and implications
  • Appendix
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* See Also *
* * Local sourcing *
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