Food manufacturers could exploit sourced in Britain flag more effectively

21-Aug-2012 - Last updated on 22-Aug-2012 at 11:47 GMT

"We'll pay more for British meat," said consumers. But are food manufacturers doing enough to fly the flag?

Questions about whether food manufacturers fully exploit consumers’ preference for UK sourced meat and poultry have been raised by the latest YouGov survey.

It’s research revealed that 59% of consumers prefer to buy UK-sourced meat and poultry compared with imported meat.

Rob Cushen, YouGov consumer consulting director, said: “Our research clearly shows that there is demand for locally, regionally and UK-produced foods. The question is to what extent food and drink manufacturers are successfully promoting the provenance of their ranges through advertising and packaging.

“In order to capture this opportunity fully, food and drink companies need to review and research their current and future packaging and test whether the right messages are being picked up by consumers.”

Main consideration

The research revealed price was the main consideration when buying meat and poultry products for 39% of consumers.

Two-thirds (66%) of consumers regularly buy the same meat and poultry products.

Nearly half (48%) prefered to buy locally sourced products when possible.

A quarter of those surveyed happy to pay more for locally sourced products, with with 34% of consumers buying meat based on its national origin.

Supermarkets accounted for about three-quarters (74%) of consumers’ meat purchases and 78% of poultry purchases.

Supermarkets

But one-in-five of those surveyed reported trying to buy meat and poultry at retailers other than supermarkets in order to find locally reared products.

About 79% of consumers believed locally sourced foods support the local economy. And 50% believed it is better quality as it has not travelled.

Nearly one third (31%) said they would be more inclined to eat at a restaurant or pub that has locally sourced food on its menu.

About 27% said the presence of locally sourced food on a menu influenced their meal choices.

The online survey is called YouGov SixthSense Food Provenance report. About 2,110 UK adults aged above 16 were surveyed between June 11 and 19.

Supermarkets – what consumers think

45% think supermarkets should do more to sell locally sourced foods
40% think supermarkets should sell more UK foods
31% would buy more locally sourced foods at the supermarket if they knew it was available.

Source: YouGov