A new report by food and beverage research company Adsearch details how manufacturers and retailers are missing out on a real opportunity to sell more regional and local food and drink to consumers.
The Regional & Local Food & Drink Report underlines the “massive consumer interest” in local and regional products (65% want to buy local and regional products to support the local economy, 53% to support small scale production and 51% to get fresh quality flavours) and examines a number of factors, including merchandising, availability and price points for the products, as well as consumer definitions of local and regional.
Consumers expressed strong desires to buy local and regional produce, with red meat, vegetables and poultry featuring prominently, as well as preserves, ales, ciders and fish.
It was clear that there was a real emotional connection to these types of products with one participant stating, ‘If it’s local I’ll probably go for it’.
Many people thought that every supermarket should sell a local and regional range of products according to its geography, with local being defined as within 27 miles, which is very close to the widely accepted trade definition of 30 miles.
However many commented that even those supermarkets which do offer regional and local products often fail to identify them clearly enough, or to even promote that they are available.
Because of this, just 9% of those taking part felt supermarkets were the best place to buy local and regional products, with 45% choosing farmers’ markets and 20% choosing farm shops for their range and quality.
Consumers also commented that they would like to see some form of certification brought in, which would clearly identify local and regional products and ensure that any products marketed in this way complied with clear guidelines as to what local and regional were defined as.
Local and regional products were perceived to be more expensive than those which are imported.
However a significant proportion of consumers stated that they would be prepared to pay a slight premium, despite the credit crunch, if it meant supporting the local economy and suppliers and getting a fresher and more flavoursome product.
Although it did become apparent that some would on the contrary expect local and regional products to cost less as there wasn’t the food mileage involved in getting them to the store.
One participant commented: “People are interested in buying local because there’s more care, traceability, [it's] fresher, less packaging and the goodness has not gone out of it.
“It is picked the day before, produced by John [who] I drink with at the local pub and I know his farm and where it is.”
Peter Jackson, managing director of Adsearch, said, “This report throws up many interesting findings.
“Greg Wallace has recently argued for laws requiring at least 10% of supermarkets’ fresh produce to originate within 10 miles of the store.
“The report is not a complaint levelled at manufacturers or retailers, but comment on the lack of any real retail presence for a quality provider of excellent value goods which help support local economies.”
If you would like to receive a summary copy of the report and discuss it further, please contact Peter Jackson on 0208 487 9160 or peter@adsearchresearch.co.uk.
Source: Adsearch
