The UK Local Food Movement
From supporting neighborhood their growers, to preserving the environment, or even their health…UK consumers share a wide range of reasons for eating healthily, locally and sustainably.
CHD Expert takes a closer look into the UK local food movement through its British consumer study about local food trends.
Did you say, locavore? Come again?
Coming from a trend originating popular in the United States for the last 10 years, local food is finding its way more and more onto British plates each day.
When eating locally, it’s important to respect 3 fundamental principles: eat products only consumed a short distance between the production place and consumption place, only consume fresh and in-season products, and products that are sustainable and ecologically-friendly.
The places for consumers to find local products has diversified and multiplied, too. Consumers frequently buy directly from local farms, in marketplaces, local food co-ops, and more. It’s becoming more and more simple and fast to find and consume products cultivated and produced right by you!
How British consumers are eating locally
41% of British consumers reported being interested in consuming local products, either at home or in restaurants.
An equally large majority of consumers also reported eating local food both at home and out in restaurants.
On the other hand, British consumers do seem to lag behind their European neighbors regarding the local food trend, especially compared to French and Italian consumers, where 95% or French consumers reported being concerned about eating local products, and 84% of Italians respectively.
Meat, fish, dairy and even honey and sweets, the main types of products are all represented, but fruits and vegetables take the cake as the most frequently consumed local products both at home and in restaurants.
« Consumers are still interested in local eating both at home and out at restaurants, even if agricultural production in the UK is slightly lower than our neighbors. The local food movement remains a lifestyle and cuisine philosophy, but consumers are more sensitive to messages about nutrition or authenticity then they are about local food production.
In restaurants, local products reassure, surprise and satisfy the consumer: something that is becoming more and more difficult to do as consumers become fickle and more demanding. Local food can be a good trend to take advantage of, but not a priority! » Nicolas Nouchi, Global Head of Market Research