Supply chain · 22 September 2017

More than half of consumers would pay more for local British produce

Roast dinners remain the favourite meal of British diners
The roast dinner remains the favourite meal of British diners

The majority of consumers would be willing to pay more for food they knew had been produced in the UK, according to new research.

In what will be welcome news for British food producers and suppliers, many of whom have faced huge price increases since Brexit was announced, most UK diners would pay up to ten per cent for local British produce.

The research, conducted by food buying company Beacon amongst over 2,000 consumers, found that a quarter would be willing to spend as much as 25 per cent more for food if they knew it contained British produce, with some even prepared to spend up to 50 per cent more.

Local British produce was discovered to be one of the most important factors to consumers when deciding when and where to eat out. Indeed, the “Made in Britain” stamp of approval on food was revealed as the top dining trend amongst consumers going into 2018, above dietary trends like vegetarianism and veganism.

Beacon’s managing director, Paul Connelly, advised restauranteurs to do more to support British food producers. He said: “Incorporating British produce onto your menus will not only help to alleviate some of the significant price increases, but will also act as a selling point for customers, as well as supporting the UK economy.”

The research found that in some cases, UK-based food producers were facing price hikes of up to 33 per cent, largely caused by soaring import costs following last year’s Brexit vote.

Furthermore, it’s classic British meals that are still proving to be consumers’ favourites. When asked to name their meal of choice, diners overwhelmingly opted for British staples, like roast dinners, fish and chips or a Full English.

Britain’s five favourite dishes

(1) Roast dinners (25 per cent)

(2) Fish and chips (11.9 per cent)

(3) Steak and chips (10.2 per cent)

(4) Pizza (9.6 per cent)

(5) Full English breakfast (7.4 per cent)

According to the research, people in the East Midlands were more likely to demand local British produce than elsewhere in the UK, followed by consumers in London and Scotland.

The importance of British produce was most prevalent amongst young people, with two thirds of 25 to 34-year olds revealing they’d be happy to pay more for British produce. food.

Connelly went on to say: “The amount of quality British products available to operators now is vast, so it is encouraging to see that consumers are willing to invest close to home and support British producers.

“Whilst it’s important to promote diversity in the food market in order for it to flourish, it’s also vital that we as an industry support British growers and producers.”

Read more: Currency volatility continues to damage importer confidence

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ABOUT THE EXPERT

Fred Heritage is deputy editor at Business Advice. He has a BA in politics and international relations from the University of Kent and an MA in international conflict from Kings College London. He previously worked as a reporter at Global Trade Review magazine.

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