A growing disconnect between consumers and the origins of the food they buy, finds a new research commissioned by Nestlé UK & Ireland, presenting an opportunity for convenience retailers to put greater emphasis on provenance.
The poll of 2,000 UK adults found that 57% consider where their food comes from important, yet almost one in four (24%) believe most food sold in the UK is imported. This contrasts with Defra figures showing that the UK produces 58% of the food it consumes.
The research also found that almost half (48%) of consumers would welcome more opportunities to learn about the farmers, producers and people behind the food they buy.
For convenience store owners, the findings underline the potential value of communicating British sourcing, local provenance and the stories behind products, particularly as shoppers show an interest in understanding where their food comes from.
The research found that consumers' disconnect from food provenance is largely driven by modern shopping habits.
Four in 10 (40%) said they buy most of their food from supermarkets and rarely think about where it comes from, while 39% said the year-round availability of food means they think less about seasonality and origin.
Britons are rushing their meals
The study also highlights how consumers' relationship with food is changing beyond provenance.
Almost two-thirds (63%) of those surveyed said they rush what they eat, with one in 10 finishing a meal in less than five minutes.
Work pressures and multitasking were among the main reasons, with 35% saying meals are squeezed between work commitments and a further 35% saying they eat while doing other things.
Despite this, food remains an important social occasion, with 78% agreeing that it plays an important role in bringing families, friends and communities together.
The findings come as ultra-marathon runner Rob Pope takes on The Taste Trail, a 500-mile journey across Britain designed to explore the journey of food from farm to fork.
Starting in Ayrshire on Scotland's west coast, Pope will run through York, the Midlands and Crawley before finishing in Brighton, visiting farms, production sites and communities along the way.
The challenge forms part of Nestlé's Made by Britain campaign, which highlights the company's UK manufacturing, farming and community activities.
Pope said the Taste Trail was designed to encourage people to slow down and pay greater attention to the journey behind the food they consume.
“Most people treat [food] as fuel. We grab it, eat it and move on. We don’t always think about where it came from or who made it.”
He added that the 500-mile journey would allow him to meet the people behind ingredients used in everyday products, including coffee and chocolate.
Nestlé said the initiative would also support food redistribution. For every mile Pope covers, it will donate more than 300 meal equivalents to Felix, with the completed challenge expected to generate more than 175,000 meal equivalents for people in need.