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British shoppers want British food

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Staff writer |
British foodThe number of British shoppers seeking out British food is at a record level according to new research from IGD ShopperVista.

The findings show that younger shoppers and families are driving the trend of "We want British." The research revealed that 78% would now buy British food if available, compared to 55% in 2007. Even better news for the future of local farming is that the largest growth has been among 18-24 year old, with twice as many (69%) likely to buy British than in 2007 (36%).

Meanwhile, 77% of shoppers with children would buy British produce, making them 1.6 times more likely to do so than six years ago. Good news is also that 78% questioned believe that British farmers deserve the full support of the British public and 45% said they want to hear more about farmers.

"Price is always a top factor for shoppers when walking round their local store or shopping online and deciding what to buy. They also want high quality food, but the challenging economic situation over the last few years has forced them to scrutinise every penny they spend," said Joanne Denney-Finch, chief executive of IGD.

Of those questioned, more than 65% also believe farmers have an important role in helping to feed a growing world population. The research also revealed other influences in product choice for shoppers. As well as supporting local suppliers and producers (43%), the welfare of animals (46%) and how food was produced (44%) were amongst the most important factors.

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