Growing demand for locally sourced products in stores

The COVID-19 pandemic has brought consumer focus on locally sourced products, with 48 per cent of Brits saying they are actively looking for such products in stores, a new survey has revealed.

The survey commissioned by Weetabix has also found that that almost a third of UK consumers have been more supportive of local British businesses during and since lockdown. The reasons cited by them vary from ethical shopping, support to local farmers and healthier and fresher produce.

A further 51 per cent believe they are helping the economy by ‘buying local’ and 45 per cent hope to reduce their ‘food miles’ – the distance food has travelled before it arrives at our homes. More than a third said they look up the country of origin of items when shopping.

The survey follows a stunning crop circle Weetabix has unveiled in the British countryside during this year’s harvest to raise awareness of the value of locally produced food.

Carefully produced over 36 hours, the crop circle highlighted Weetabix’s commitment to working exclusively with local farmers to source all of its wheat in Weetabix Original biscuits from within 50-miles of their mills in rural Northamptonshire.

“Our study showed that more than two thirds believe companies are not transparent enough about where their food is grown and produced,” commented Francesca Theokli, marketing director at Weetabix.

“So we wanted to create this crop circle to highlight our ongoing commitment to locally sourcing the highest quality wheat from a 50 mile radius of our home in Burton Latimer, Northamptonshire and help consumers make an informed choice when selecting what to have for breakfast.

“There are many ways Brits can support local farmers and being careful about where breakfast is sourced is one simple step.”

The research also revealed that butter (49 per cent), eggs (71 per cent) and strawberries (55 per cent) are the items grown and produced in the UK people are likely to buy.

The likes of teabags (22 per cent), bananas (13 per cent) and chocolate (19 per cent) are believed to be difficult to purchase ‘locally’. A further 31 per cent feel there are limited options of local products in supermarkets and as a result, 45 per cent of Brits would like to see the big brands sourcing local ingredients to lead the way.