product designer


IGD Local Food Report

During my survey, 39% of participants claimed they consider the origin and ethics of the food they buy, in addition to a further 42% whom claimed it’s something they do on occasion. I was surprised at how high this percentage was, so I decided to investigate the potential reasons behind this.

Economic climate is driving for local

I came across a report conducted by food and drink experts IGD. It suggested that eight out of ten (78%) of shoppers would buy British food if it is available in their local store. Many of these shoppers seek to support the economy or their local producers and retailers and, helping to keep jobs in their local area. Interestingly, the report argues that shopping to support the local economy is a particular motivation of older shoppers and those not working. When you think about it- this is most likely true. Older generations are more used to buying products from local specialist stores, including butchers and greengrocers.

 Economic rationale is driving growth for 'local' shopping

Economic rationale is driving growth for 'local' shopping

Future local food purchasing 

Having said that, there is growing support for local produce among younger consumers. Although, their motives are a little different. The chart below shows that local foods are the most popular, with the amount of ethical food shoppers set to increase. 

 Expected change to 'ethical' shopping

Expected change to 'ethical' shopping

Insights from this report:

  • There is a growing number of consumers whom are willing to pay extra for locally grown produce.
  • A desire to support the local economies/ communities is a popular motive among older generations.
  • Concern for the environment is less influential than expected- perhaps consumers aren't as aware of the environmental issues surrounding their shopping habits.


Rebecca Williamson