Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Turning local produce into an experience
- Plenty of goodwill, little action
- Local produce at supermarkets…
- …Can be turned it into an experience
- Engaging the young
- Interest in local and British food rises with age…
- …as does engagement in local community
- How to connect with the globally-oriented young?
Market in Brief
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- Government initiatives and interest in cooking support GB food
- Changing demographics to benefit local and British food
- ‘British’ NPD gains in recession
- A strong presence from trade bodies and associations
- Brands and retailers leverage food origin
- Food concerns fragmented
- Food origin important to every other Brit
- Buy British to support business
- Half the nation buy local
Internal Market Environment
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- Key points
- Government initiatives
- The media impact
- Food miles
- Free-range strong, organic and provenance losing
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- Figure 1: Attitudes towards free-range and organic food and food origin, 2005-09
- Figure 2: Agreement with the statement ‘I buy goods produced in my country whenever I can’, 2005-09
- Interest in cooking strong
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- Figure 3: Attitudes towards cooking, 2005-09
Broader Market Environment
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- Key points
- One in four in healthy finances
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- Figure 4: Trends in how consumers describe their financial situation, February 2009-February 2010
- Growth of over-55s good news for GB food
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- Figure 5: Trends in the age structure of the UK population, 2010-15
- Food-aware ABs to grow
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- Figure 6: Changes in adult population, by socio-economic group, 2010-15
- Half of food sold in the UK is domestic
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- Figure 7: Share of food consumed in the UK originating in the UK, 1988-2008
- Local food still small
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- Figure 8: UK retail sales of locally sourced foods, by value, 2004-09
Food Origin Labelling
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- Key points
- Legislative framework
- A voluntary origin code for pork
- Protected food names
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- Figure 9: UK registered products with Protected Designation of Origin or Protected Geographical Indication or Traditional Speciality Guaranteed status, February 2010
- Consumers lukewarm towards labelling
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Innovation makes local food traceable and accessible
- Taking traceability further…
- …and bringing it closer
- Sharing supply…
- …and sharing shops
- Highlighting local credentials
- The supermarket platform
- Britishness gains in product launches
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- Figure 10: Share of British* products in all new food product launches, 2007-09
- ‘British’ launches most common in ready meals
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- Figure 11: Share of British products in all new product launches, by product category, 2007-09
- Private label dominates ‘British’ launches
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- Figure 12: Top seven brands for new product launches, featuring ‘British’, 2007-09
- Regional credentials contribute to premium positioning
Companies and Products: Certification and Accreditation
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- The Red Tractor Scheme
- The RSPCA Freedom Food Scheme
- LEAF (Linking Environment and Farming)
- The Soil Association
Companies and Products: Trade Bodies
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- Regional Food Group Alliance
- Regional bodies in Wales and Scotland
- FARMA
- SALSA
- Selected other organisations promoting British or local food
Companies and Products: Brands
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- Hovis
- Ginsters
- Country Life
- Other brands
Companies and Products: Retailers
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- Waitrose
- Tesco
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- Figure 13: Share of British produce in various categories at Tesco, 2008
- Sainsbury's
- Asda
- Morrisons
- Co-operative Group
- Marks & Spencer
Companies and Products: Farmers' Markets and Farm Shops
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- Leap ahead in the new millennium
- Growth stalls, more activity online
- ABs and over-35s keener on farm shops
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- Figure 14: Shopping at farmers’ market/farm shops, by gender, age and socio-economic group, July 2009
Consumer – Which Food Matters Matter?
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- Key points
- Consumers divided over food issues
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- Figure 15: Importance of food-related claims to consumers, December 2009
- No food issue has the nation’s interest, animal welfare top
- Over-55s most committed to British and local food
- Different orders of importance
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- Figure 16: Top five food issues seen as important, by gender, December 2009
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- Figure 17: Top six food issues seen as important – 16-24-year-olds and over-55s, December 2009
Consumer – Attitudes towards Food Origin
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- Key points
- Attitudes towards food origin
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- Figure 18: Attitudes towards food origin, December 2009
- Food origin more important than attention-worthy
- Assurance schemes have little impact
- Over-55s most interested in origin
Consumer – Attitudes towards British Food
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- Key points
- Attitudes towards British food
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- Figure 19: Attitudes towards British food, December 2009
- Supporting local businesses…
- …but only if there is no cost…
- …and it’s available at the supermarket
- Trusted, greener, tastier?
Consumer – Attitudes towards Local Food
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- Key points
- Attitudes towards local food
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- Figure 20: Attitudes towards local food, December 2009
- Half the nation buy local
- Room to improve price perception
- Why buy local?
Target Groups
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- Key points
- Origin committed in the minority
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- Figure 21: Consumer typologies for food origin, December 2009
- Origin committed (17%)
- Origin interested (35%)
- Apathetic (49%)
Appendix – Internal and Broader Market Environment
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- Figure 22: Trends agreement that “I buy goods produced in my country whenever I can”, 2005-09
- Figure 23: Trends in agreement with lifestyle statements, 2004-09
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- Figure 24: Agreement with lifestyle statements, by demographics, 2009
- Figure 26: Usage of farmers’ markets and farm shops for top-up grocery shopping, by demographics, July 2009
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- Figure 27: Share of launches labelled ‘British’ in total launches, by brand, 2007-09
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Appendix – Consumer – Which Food Matters Matter?
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- Figure 28: Food-related claims seen as important, December 2009
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- Figure 29: Food-related claims seen as important, by demographics, December 2009
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- Figure 30: Food-related claims seen as important, by demographics, December 2009 (continued)
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- Figure 31: Repertoire of food-related claims seen as important, December 2009
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- Figure 32: Food-related claims seen as important, by repertoire of claims, December 2009
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Consumer – Attitudes towards Food Origin
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- Figure 33: Attitudes towards food provenance, December 2009
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- Figure 34: Attitudes towards food provenance, by demographics, December 2009
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- Figure 35: Attitudes towards food provenance, by demographics, December 2009 (continued)
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Appendix – Consumer – Attitudes towards British Food
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- Figure 36: Attitudes towards British food, December 2009
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- Figure 37: Attitudes towards British food, by demographics, December 2009
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- Figure 38: Attitudes towards British food, by demographics, December 2009 (continued)
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Appendix – Consumer – Attitudes towards Local Food
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- Figure 39: Attitudes towards local food (produced within 50 miles of where you live), December 2009
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- Figure 40: Attitudes towards local food (produced within 50 miles of where you live), by demographics, December 2009
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- Figure 41: Attitudes towards local food (produced within 50 miles of where you live), by demographics, December 2009 (continued)
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Appendix – Consumer – Target Groups
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- Figure 42: Attitudes towards food provenance, by target groups, December 2009
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- Figure 43: Target groups, by demographics, December 2009
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- Figure 44: Food-related claims seen as important, by target groups, December 2009
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- Figure 45: Attitudes towards British food, by target groups, December 2009
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- Figure 46: Attitudes towards local food (produced within 50 miles of where you live), by target groups, December 2009
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