Food and grocery think tank IGD has published a report citing that 56 per cent consumers would buy British foods when shopping and that farmers markets have played a role in improving their shopping experience.
The findings from the report found that 81 per cent of consumers believe that shopping has improved for them in the last year. The top five reasons were: the price of food has not increased - 25 per cent; more discounts in store - - 20 per cent; more price promotions in store - 18 per cent; more supermarkets in the area - 18 per cent and more farmers markets/farm shops in the area - 14 per cent.
The research also shows that 26 per cent of consumers buy British food if available and are willing to pay more - up four per cent on 2003, while 30 per cent of consumers are willing to buy British food as long as it is cheaper or better quality. The remaining 44 per cent do not consider whether products are British, 25 per cent look for the best quality and 19 per cent look for food that offers the best price.
Joanne Denney-Finch, chief executive IGD, said: “It is very encouraging to see that more people are wanting to buy British than last year. It is also interesting to see that farmers’ markets are seen by 14 per cent of people to be the reason food shopping has improved for them in the past year. These findings give very healthy signals to British producers.”
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