FDBusiness.com

Almost two thirds of people agree that they like to buy British food to support the local economy (65%). However, not as many follow through on these intentions as only just over a third (37%) try to ensure that the majority of their groceries are British sourced, according to a recent survey by Ipsos MORI, the leading UK research company.

The population is not clear about the expensiveness of British compared to imported food – 37% agree it is no more expensive – however 26% disagree, with the same number undecided. Similarly 39% sit on the fence when asked about their opinion of the taste of British food.

Interest in British food is very strongly skewed toward the older age group. Those who buy a majority of groceries from British sources tend to be older (20% of 55+ yrs compared to 7% of 15-34 yrs). They also seem to want to support the local economy through the purchase of food (34% of 55+ yrs compared to 10% of 15-24 yrs). This group also tend to pay more attention to where groceries are sourced generally. This is a somewhat worrying trend as younger people seem to be less aware and engaged in the provenance of their food.

The population of London is more apathetic about buying British food in order to support the local economy, than anywhere else in the UK. They are also less likely to pay attention to where groceries are sourced than other regions. London residents are least likely to buy British sourced groceries – only 38% agree – compared to 51% in the Midlands and 54% in the rest of South England.

Co-op main shoppers are more likely to buy mainly British food, than shoppers at Asda, Morrisons, Sainsbury’s or Tesco (78% versus 45-58%).

“This survey confirms that the public clearly see British food as great value for money personally and great value for the economy locally, but it is still clear that other factors influence how people fill their shopping basket. The big challenge now is getting a wider audience to buy British,” says John Coll, director of Ipsos Marketing.