Local food comes at a price

Processors and retailers risk alienating shoppers from locally and regionally produced food and drink because of lack of availability and high prices, according to exclusive research for Food Manufacture.

According to the latest Harris Interactive Omnibus survey of 2,014 UK consumers, 28% said the lack of availability of such products turned them off buying them. And 36% said they were discouraged from buying locally produced food and drink because it was too costly. The figure was highest in the north east of England, where half of those polled were turned off by prices.

"The prospects for suppliers of locally produced products are good, but they need to be aware of the barriers that consumers face when buying such products," said Dan Bottle, senior marketing executive at Harris Interactive. "While pricing is the main factor discouraging consumers from buying locally produced food and drink, the lack of availability is also considered a factor."

Consequently, he warned processors that, on the basis of the survey results, they risked losing out if they did not keep up with the growing interest in the sector. "It seems that the supply side of the equation needs to catch up with the demand side."

But he added: "Having said this, things seem to be changing as more than a quarter of consumers believe it is easier to get hold of local food and drink nowadays compared to last year. A similar amount say they will be buying more locally produced products this year compared to last year."

A total of 69% of respondents said they bought locally or regionally produced food at least monthly in 2007. The highest proportion of shoppers buying such products (79%) frequently was in the south west of England. Consumers in the north east of England and Yorkshire also registered a high frequency of purchase. London had the lowest proportion at 58%.

The favourite destination for buying locally or regionally produced food was supermarkets, followed by independent retailers, then farmers' markets and farm shops. The top three most frequently purchased categories were fresh produce, milk and milk products and baked goods.