Most UK grocery shoppers care whether the food and drink they buy is British. Far fewer actively look for a British label while shopping. That gap creates an opportunity for brands and retailers to make provenance clearer and more relevant at the point of purchase.
In Savvy’s latest research – a survey of 1,002 UK shoppers – 83% said Britishness matters to them to at least some extent when buying food and drink. Yet only 34% said they actively look for products labelled as British. Positive attitudes alone may therefore be doing less work at the shelf than brands expect.
What does “British” mean to shoppers?
There is no single definition in shoppers’ minds. For 34% it is important that a product is both produced and made in Britain. Another 16% prioritise where it is made, regardless of the origin of its ingredients, while 7% place greater weight on British ingredients.
The answer can also change with the product: 26% said the importance of Britishness varies by category. Just 11% said it is generally unimportant to them. A broad “British” claim may therefore leave some shoppers with questions about what, exactly, is British about the product.
Britishness matters most in fresh food
The strongest interest is found in fresh categories. Britishness is important to 86% of shoppers for fresh dairy products such as milk, cheese and yoghurt, and to 85% for fresh meat and poultry. The figures are also high for bread and other baked products (83%) and fresh fruit and vegetables (81%).
It remains relevanace across the store, though importance varies. Around seven in 10 shoppers say Britishness is important for biscuits, cakes and snacks (69%) and frozen food (68%); 65% say the same for tinned and packaged food. The proportion is 56% for soft drinks, 46% for beer and 40% for spirits.
Give shoppers a reason to notice and choose British
The research suggests shoppers already have positive attitudes towards British food and drink, but a much lower proportion are actively seeking it out. Clearer labelling is part of the solution, but just adding a Union Jack won’t always be enough. Brands need to give shoppers a reason to care – whether that’s ingredient provenance, quality, supporting British producers or standards such as animal welfare.
Shoppers’ existing behaviour offers provides context. More than a quarter check where ingredients come from (27%), while 26% check where products are manufactured or packaged. Three in 10 say they prefer to buy products local to their area. Clear, specific information about ingredients, production or local connections could help shoppers understand what a provenance claim means.
Of couse price is still a key consideration. A quarter of shoppers say they choose British products even if they cost slightly more. For brands, the opportunity is to show what shoppers gain from that choice, with a message that fits both the product and the way people shop its category.
Press coverage
Retail Times: Buying British matters to grocery shoppers – but risks getting lost at the shelf
Asian Trader: Retailers urged to make provenance work harder
KamCity: Buying British Matters To Grocery Shoppers, But Risks Getting Lost At The Shelf