Future Trends

Consumer interest in local and regional food has grown significantly over recent years, and there are a number of factors to suggest this will continue to be the case going forward.

• Continuing shopper interest in how food is produced and where it comes from
• Shoppers claiming their intent to buy more local and regional food going forward
• A desire on the part of some shoppers to support their own communities in tougher times.

The proportion of shoppers specifically buying local food has doubled over the last five years (from 15% to 30%). Furthermore, more locally produced foods / farmer’s markets & farm shops are two of the top four improvements requested by shoppers for 2010.

While those specifically buying locally produced foods are more prevalent among older (particularly those aged 45-54) and more upmarket shoppers, they represent a core group of shoppers for all retailers and manufactures.

It is not surprising therefore, that many retailers have increased and/or highlighted their range of locally produced food recently. Some large manufacturers are also emphasising their British and local sourcing credentials in their brand communications (e.g. Bernard Matthews, Müller and Walkers)