Young shoppers’ backing sees support for British farmers rise
The research revealed that nearly eight in ten shoppers (78%) would now buy British food if available – compared with 55% in 2007. Even better news for the future of farming is that the largest growth has been amongst 18-24 year olds, with twice as many (69%) likely to buy British than in 2007 (36%). Meanwhile, more than three quarters (77%) of shoppers with children would buy British produce - making them 1.6 times more likely to do so than six years ago.
Nearly eight in ten shoppers (78%) questioned believe that British farmers deserve the full support of the British public and almost half (45%) said they want to hear more about farmers. Farmers are passionate about connecting consumers with their food and called on everyone to celebrate British farming with a visit to a farm for the agricultural industry’s annual open day – Open Farm Sunday (9th June).
Joanne Denney-Finch, Chief Executive, IGD, said: “Price is always a top factor for shoppers when walking round their local store or shopping online and deciding what to buy. They also want high quality food, but the challenging economic situation over the last few years has forced them to scrutinise every penny they spend.
“The good news for British producers is that interest in food sourced in this country has never been higher – eight out of ten shoppers want to buy it. This is an excellent opportunity for local food producers – who clearly have the public’s support. It is also a chance for food companies to emphasize the quality of their products.”
Chef, Brian Turner CBE is passionate about British food and said: “British food has never tasted better thanks to the wonderful people who produce it. Open Farm Sunday on the 9th June celebrated British farming and provided a fantastic opportunity for everyone to find out more about their food, and support their farmers too. It has never been as important as it is now for people to understand where their food comes from and visiting a farm is the best way for you to show your support.”
Two-thirds of shoppers questioned also believe farmers have an important role in helping to feed a growing world population. Open Farm Sunday showcases how British farmers farm sustainably, to produce sufficient great tasting food while caring for the countryside.
The research also revealed other influences in product choice for shoppers. As well as supporting local suppliers and producers (43%), the welfare of animals (46%) and how food was produced (44%) were amongst the most important factors.