Understand how sympathy for local producers and suppliers and concerns for the environment are helping to drive growth of local foods.
 

Supporting the local community

British farmers have had a tough time recently

In 2007, UK shoppers indicated that they felt a key area for improvement within the food industry was to provide support to British farmers. As many as 56% of shoppers believed that their purchase decisions could make a positive difference to British farmers while 46% believed it can make a positive difference to the local economy (source: EDS/IGD Shopper Research 2007).

In recent years the negative headlines for farming have appeared never ending. This has left many consumers in IGD’s report 'Home or Away – the Role of Provenance', showing increased levels of support for UK farmers and producers. Consumers have been left feeling that the whole of UK farming is in a state of crisis, even though parts of the industry are benefiting from increased wheat prices and better returns.

Reasons to buy local

Source: IGD Consumer Unit, 2008

According to our consumer research, while freshness remains the top reason for purchasing local food, there has been strong growth over the last three years in support for local producers. More than four in ten (44%) of those buying or interested in buying local food cite this as a key reason, up by 10% since 2005.

Consumers are easily able to recall images of the floods. In Hereford and Worcester alone, dairy farmers, last summer, had to pour away thousands of pounds worth of milk because delivery tankers couldn't reach them through the floods. During focus groups many shoppers expressed strong levels of support for UK farmers. Consumers also have memories of food scares that have severely impacted UK livestock farmers over recent years. These have included food scares such as BSE, E-Coli, Bird Flu and Foot and Mouth which have left parts of the industry, particularly livestock, in a near state of crisis. There was agreement in our focus groups that it was important to support British meat producers as the quality standards in the UK were perceived to be better than in other countries.

I like to support British farmers. Our farmers have had a really hard time and I believe that we should all support them. Winchester, Post family, BC1 The UK has got more stringent health and safety standards. You know it is safe and healthy to eat. Leeds, Mums, BC1

Benefits for local retailers from the economic downturn

There is also increased support for local retailers as a driver for purchasing local food, up from 19% in 2005 to 24%. Linked with this is the increased feeling that it is about keeping jobs in the local area (22%, up from 18% in the last three years). Our research shows that this growth as a key driver is about supporting the local community during harsher economic times:

Our research also highlights a return to local stores, particularly in more rural communities, as a result of rising fuel prices. A recent poll in The Times showed that 29% of consumers are no longer making car journeys to out of town retail parks due to high petrol prices.

It is about supporting the people in the local dairy who have a job. Skipton, Mums, C2

Growing concern about food miles and the environmental impact

There is also growing concern for the environment. Consumers are constantly bombarded with images of the impact of climate change in the media. In our latest research as many as one third of local food buyers and those interested in buying look food do so because it is good for the environment as it has not travelled far. This factor has increased the most since 2005, up by 13 percentage points.

During focus groups many respondents were split in terms of purchasing produce in season from Great Britain and those that preferred to have produce available throughout the year even if it came from the other side of the world.

With an increasing number of consumers purchasing local food, it is important for manufacturers and retailers to not only provide shoppers with more local options, but also to improve communications in an environment where the economic downturn may well benefit local producers and communities. Product benefits need to be clearly communicated to remind shoppers about the key benefits they like about local.

I buy English apples. A forced atmosphere in greenhouses is better than a forced atmosphere and then thousands of miles travelling. Skipton, Mums, C2

More information:

Home or Away - The Role of Provenance This report explores place of origin and the extent to which this relates to the desire for authentic, high quality and tasty products across different categories. It identifies the trade-offs consumers make when purchasing local foods including the demand for year round availability versus concerns over the environment and food miles.

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