At least half of UK consumers prefer their groceries to be British, with as many as two-thirds wanting their milk from a domestic supplier, according to a Nielsen study of shoppers’ attitudes.
Six out of 10 (59%) of shoppers said place of origin was at least as important to them, on average, as factors including range, price, function and quality, the Nielsen research found. It examined whether people preferred goods produced by multinational brands operating in many markets or those only operating in the respondent’s home country.
Food and drink categories dominate consumers’ preferences for local brands: 59% of people who buy milk prefer domestic over global, while domestic is also preferred among the majority of those buying meat (54%) and vegetables (51%). The country of origin of ambient food was important to about half of respondents.
More than half (55%) of Brits prefer buying domestic brands to support UK businesses, the Nielsen survey shows, while 41% believe domestic brands are usually more trustworthy - and they are more attuned to consumers’ needs or tastes, according to 36% of respondents.
“In an increasingly borderless world, the ‘made in’ moniker still matters,” said Nielsen UK innovation leader Ben Schubert, who added that domestic brands would likely benefit from clearly advertising their local origins on pack.
“In a crowded retail environment, it’s important that marketers understand how big a role brand origin plays in consumer decision-making and adapt their messaging appropriately,” he said.
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