17 December 2007, 17:29 PM
  • In recent years food scares such as BSE, E-Coli, Bird Flu and Foot and Mouth have left parts of British farming, particularly livestock, in crisis, hampering opportunities for trading abroad. However, in stark contrast, UK shoppers have reacted by looking to provide support to British farmers.

As many as 56% of shoppers believe that their purchase decisions can make a positive difference to British farmers while 46% believe it can make a positive difference to the local economy (source: EDS/IGD Shopper Research 2007).
 
The market for local and regionally sourced food is set to increase further. Spending on local and regionally sourced products is predicted to be worth £5.7bn by 2012, compared to £4.3bn in 2007 (Source: IGD UK Grocery Outlook, 2007).

Previous research conducted by IGD in 2006 shows that there has been a growth in demand for local and regional products in store. Around three quarters of shoppers (74%) buy local foods or would like to buy in the future, up from 70% in 2005. Strong areas for develpment are with Londoners and older shoppers.
 
Indeed, 83% of shoppers in London buy local foods or would like to buy in the future, up from 70% in 2005. This compares to around two thirds of shoppers in the Midlands (67%). In addition, older shoppers with 80% of over 65’s who buy or would like to buy local foods compared to 63% of those aged under 25. Many older shoppers have experience of food shortages during the war and purchasing local food from smaller independent grocers.

Local foods offer retailers and manufacturers a significant opportunity to meet the requirements of a growing proportion of shoppers who require authentic, high quality and tasty products, while also giving them an opportunity to support local producers and the local community. With a rise in environment and food safety concerns, the benefits of traceability offered by local sourcing will also be important drivers for the future.