‘Britons now prefer brands that sources locally’

Britons prefer brands that support and source from local suppliers, says a new research, highlighting changing consumer understanding and demands of brands’ amid supply chains issues.

As per a research by SAP SE based on a survey of 2,000 UK adults, 83 per cent of shoppers would be more likely to buy from a brand that supports and sources from local suppliers. Almost the same share of respondents (83 per cent) said they would also be willing to compromise for ethically sourced products.

Highlighting the times when both global and local supply chains face seemingly constant disruption, the research claimed that nearly three-quarters of UK shoppers (73 per cent) say they have experienced difficulties finding or buying products over the past two years.

Staff shortages (63 per cent) and trade-deal-related issues (49 per cent) top the list as reasons consumers believe there have been problems, said the research, while almost a fifth (19 per cent) blame companies for not properly planning ahead.

The research further showed that nearly two-thirds (63 per cent) would be willing to compromise on having less choice while 67 per cent would wait longer to receive their goods.

Consumers are more willing to make compromises on convenience products such as shampoo and coffee (44 per cent) and specialty products like perfume and clothing (45 per cent) than they are on luxury goods like cars and watches (38 per cent).

“The data shows that a greater understanding of the impact of supply chains is influencing what consumers expect from brands,” said Henrik Smedberg, head of Intelligent Spend Management, UKI, SAP.

“With one in four consumers planning to purchase more items manufactured in the United Kingdom and a similar number aiming to buy products that are easily recycled or reused this Christmas, retail supply chains must be agile to meet these consumer demands. It’s not only the right thing to do, but brands that don’t could suffer, as consumers will actively seek out brands that do,” he said.