Food Origin & the UK
Shopper
1
Contents
Section
Contents
Introduction
About the report and approach
2-6
Executive Summary
Key findings
7-8
Chapter 1
The importance and role of food origin in
the UK
Chapter 2
Do UK consumers really want to buy
British?
18-22
Chapter 3
What does ‘Irish’ food mean to a UK
consumer?
23-27
Chapter 4
Learning on origin labelling
28-31
For more information
Contact details
9-17
32
Introduction
•
The aim of this report is to provide insight into the importance and
meaning of ‘origin’ to the UK consumer and understand the true nature of
the demand for British sourcing: is it really a consumer need or is it a
phenomena riven more by retailers? The report seeks to answer:
– What is the relevance and meaning of food ‘origin’?
– Is the growing focus on the origin of food in the UK an opportunity or
threat to Irish producers?
– Is the growing desire of UK retailers to source ‘British’ produce really
what consumers want?
– How can Irish producers leverage food origin more effectively?
– What does ‘Irish origin’ mean for UK consumers?
•
As part of Bord Bia’s Consumer Lifestyle Trends programme the issue of
food origin has been tracked through the trend Keeping It Real. The origin
and provenance of food has become more important to consumers in
recent times as a mark of quality and authenticity. The recession has refocussed consumers on the need for greater value and as pursue strings
have tightened, all purchases have come under greater scrutiny and
attention. Consequently, the value equation has often been reassessed and
greater weight placed on certain attributes. Origin has been one such
attribute that has received greater attention and focus.
3
Introduction
•
However, it is important to recognise that the role of origin and its
meaning is different to different consumers and within different categories:
– Origin can be about trusted sources – is it made to the highest
standards or is it safe?
– Origin can be about quality – is it fresh or is it well made?
– Origin can be about authenticity – is it the genuine article?
– Origin can be about taste – what unique flavours and experiences does
that place offer?
– Origin can be about ethics – how is the live stock cared for and what is
the environmental impact?
– Origin can be about local support – how can I support local industries
and my community?
•
The many dimensions of origin mean that its importance can often be
misread or overly emphasised often when other attributes are more
important to consumer choice.
4
Methodology
•
To unpick this complex issue a
multi methodology approach was
utilised to both gain a deep and
rich understanding of the meaning
of origin and, to provide a clear
quantitative sense of where it sits
in the hierarchy of factors
influencing choice.
•
8 qualitative groups amongst main
grocery shoppers:
– Split amongst ‘food engaged’
and ‘less food engaged
consumers’
– Split by geography: London,
Newcastle, Cardiff and
Edinburgh
– Conducted in April 2010
5
Methodology
•
•
Quantitative on line survey of main
grocery and household products
shoppers:
– Nationally representative
sample of 2001 respondents
– Conducted May 2010
–
Research was conducted by
6
Executive Summary
• Origin is not the most important factor in food choice;
in some categories it has very little relevance.
• Time pressures and the habitual nature of grocery shopping
means that often very little attention is given to origin labelling
at the time of purchase.
• The misuse and lack of clarity around origin labelling means that
many consumers are sceptical about what it really means.
Consumers are most interested in where the product began or
was raised.
• Origin’s role is often to act as a proxy for other factors
that determine choice within food. Origin often helps
indicate freshness, quality and taste.
7
Executive Summary
• Whilst British labelling is seen in a positive light, it is
often largely ignored.
• British is more important in the categories where the produce is
less processed and the value of origin labels are clearer i.e. it
indicates where the product began or was raised.
• Equally, to reduce choice to just British produce would be unwise
as many consumers would perceive this to be a reduction in
choice.
• Perceptions of Irish food in the UK is positive. Most of
the associations reflect a more rural and traditional
view of Ireland. However, deep perceptions do not exist
and ‘Irish’ is not a strong a positive differentiator.
• There is a clear opportunity to build the equity of Irish food in
the UK and there are few (if any) negatives that need to be
addressed in this process.
• Whilst not explicitly explored by the research, this finding
suggests that Irish dairy production and the products that stem
from this industry are likely to have strong equities in the UK.
8
Chapter 1:
The importance and
role of food origin
in the UK
The importance and role of food origin in
the UK
Most people like the idea of knowing
where their food comes from
In the UK only 1 in 8 consumers said that knowing the
origin of the food they buy was not important. The
majority clearly care, but this is not a high priority
concern. In fact only 10% of the consumers surveyed
saw origin as very important and a further 19% as
important; the majority (67%) of UK consumers see
origin as somewhat important (see Chart 1).
This picture varies according to the level of food
engagement, past research has highlighted a strong
spectrum of different levels of food engagement in the
UK (and Ireland). The levels of importance of knowing
the origin of the food bought varies significantly by
segment. Food engaged consumers (the fanatical
foodies – approximately 1 in 10 food buyers) place
higher importance on food origin, with 60% saying it
is very important or important. Around 30% of the
least engaged group (the disengaged – approximately
1 in 5 food buyers) say that it is not at all important.
Differences also exist geographically with the Welsh
and the English more likely to say that origin is very
important or important. For people in Northern Ireland
and Scotland origin has less of a priority. Equally,
significant differences exist by retail chain with the
Waitrose shopper placing greater importance on the
origin of food with 53% saying it is very important or
important . The Asda shopper is at the opposite end of
the spectrum where only 23% say origin is very
important or important. Clearly, the power and
importance of leveraging origin in a brand’s
positioning is highly dependent on the target
audience.
CHART 1
How important is it to you that you know
the origin of the food that you buy?
%
100
80
57
60
40
20
19
14
10
0
Very
Important
important
Somewhat
important
Not at all
important
Source: The Futures Company 2010
10
The importance and role of food origin in
the UK
But, origin does not feature in
consumers top-of-mind food decision
criteria
Despite many consumers stating that food origin is
important, it is critical to recognise that origin does
not feature in consumers top-of-mind food decision
criteria. Other purchase considerations, such as
value, quality, taste and health are higher up the
hierarchy (see Chart 2).
It is important to recognise that these other
attributes are primary drivers of choice and
consumers will be assessing food against these
attributes before taking into account more secondary
or territory factors. Albeit, origin can still play an
important role as it is sometimes a short-cut or
proxy for these more important attributes e.g. local
equals fresh. Equally, in recessionary times, it is not
surprising that people are very value conscious and
this is rated the most important attribute overall.
Generally, the top 5 attributes do not vary depending
on the level of food engagement – they are true for
all consumers. However, the ranking does change
based on the level of food engagement. The more
food engaged place attributes such as the quality and
freshness higher in their decision criteria. The less
food engaged tend to place value as a more
important or the top attribute with taste as a close
second.
Clearly, origin in its own right is not a primary driver
of choice for any consumers.
Chart 2
What is important to you when you
buy food?
I get good value
78
It is good quality
75
It tastes good
74
It is fresh
69
60
It is healthy/nutritious
It all gets eaten, not thrown
55
I can buy it at my local
supermarket
Clear ingredient labeling
It is cheap
It is low fat
50
35
35
31
Source: The Futures Company 2010
11
The importance and role of food origin in
the UK
At best origin is a secondary factor
driving food choice
Attributes that relate to the origin of food tend to be
of lower importance. Whilst the food engaged place
more importance on attributes such as ‘produced in
Britain’ and ‘It is locally produced’ (43% and 44%
respectively) they remain attributes that lie outside
the top 10 most important attributes in food choice
(see Chart 3).
Equally, time pressures and the habitual nature of
grocery shopping means that often very little
attention is given to origin labeling at the time of
purchase.
Consumers tend to either buy what is familiar or
focus on the key decision criteria that are of most
importance to them. Consequently, there are many
categories where a concern for origin doesn’t feature
at all in driving choice at the point of purchase.
Furthermore, even amongst those consumers who
look for the origin of products, they are unlikely to
apply this criteria consistently to all food purchase
decisions. Origin is clearly not a ubiquitous attribute
that is sought for by all consumers or that plays an
important role in all categories.
I don’t look at labels – I just want to get in
and out of the shop quickly.
Chart 3
What is important to you when you
buy food?
Animals & people are
treated humanely
29
27
Produced in Britain
25
It has a long shelf life
It is produced locally
22
From companies/brands
21
18
Convenient & saves time/energy
Minimal food miles/
distance product travels
16
14
Fairtrade product
Buy from producer or farmer
8
It is organic
8
None of the above
1
Source: The Futures Company 2010
Less food engaged, London
12
The importance and role of food origin in
the UK
The importance of origin varies by
category
Whilst origin plays different roles in different
categories, it also has different levels of importance.
A concern about origin is most likely to feature in
meat: it is often the main part of meal so quality is
most important. Equally, recent scares and focus on
animal welfare have raised concern.
The next most likely categories for origin to be
considered relevant are dairy and eggs, where
consumers are concerned about freshness and
farming; and lastly vegetables where there can be a
concern for freshness and seasonality.
3. Fruit and Veg
2. Eggs and dairy
1. Meat
In most other categories, consumers are, for the
most part, less interested in the place of origin or
country, but this is not to say that origin cannot be
leveraged in other categories or as part of a brand
positioning.
Nevertheless, it is important to fully understand the
role origin plays and decide if it is really an important
factor in improving the overall proposition of the
brand. In some instances, overplaying origin may
just confuse the key messages you are trying to
convey to the consumer.
13
The importance and role of food origin in
the UK
Origin can be used to help consumers
find different experiences and enjoy
global culture
We should also recognise that origin is not just about
more local and British produce. One of the most
important roles origin plays for those who are
interested in food is a route to find different
experiences and enjoy global culture:
•
Certain countries are seen to have greater
expertise in products that can also be
sourced locally.
•
Sometimes the ‘real thing’ comes from a
distance, e.g. Italian salami, French cheese
etc.
•
Sometimes people like to experiment and
try different things from foreign cultures.
Consumers want choice and origin is way of showing
to consumers there is choice. Just local or British
options may be seen as narrowing that choice not
improving it.
14
The importance and role of food origin in
the UK
Where origin is most powerful, origin is
acting as a proxy for other criteria
important in food choice
Often, origin acts as a proxy for other criteria
important in food choice. Almost universally, origin
labelling is a shortcut usd by consumers to indicate
quality and freshness of produce; the less distance a
product travels from where it is picked the fresher
and better quality it is likely to be (see Chart 4).
Equally, it can play a role in assessing broader social
and environmental impacts. Buying local can be a
way to feel you are ‘doing your bit’ for the wider
community or your country. However, it is important
to note that this is not a primary driver of choice, it is
a secondary or even territory attribute that can leave
a warm glow and sense of contributing on a broader
level. But, it is important to note that the same
consumers will purchase Fairtrade products from
other countries and feel equally good about these
choices.
Chart 4
Why is it important for you to know
the origin of your food?
Helps you know
how fresh it is
53
To support farmers/
producers in my community
49
46
To know its produced humanely
42
To support my national economy
To know its produced without
exploiting farmers/worker
41
Concerns about food
safety /standards
40
Reduce food miles
for environment
Supporting local jobs –
our local farmers and
butchers.
Less food engaged,
Newcastle
It’s not been
shipped around
and it’s fresh
Keen foodie,
Newcastle
34
Some places grow/produce
particular foods better
27
Tastes varies with origin
26
Source: The Futures Company 2010
15
Equally, it can be difficult to judge what
origin refers to
People can be skeptical about origin
information
Even today consumers are feeling bombarded by
information and are skeptical about claims regarding
origin. There have been many instances where
consumers have felted duped by misleading labelling
that is marketing gimmick and not a genuine source
of origin – M&S Lochmuir is a brand name and not a
place.
Equally, it can be difficult to judge what
origin refers to
It is vital to counter consumer skepticism by giving
clear information from a consumer perspective.
Consumers are most interested in where the product
began or was raised – not where it was packaged or
where the head office is!.
Equally, people feel bombarded by symbols and are
confused about what they mean. There are multiple
symbols for the same thing, which can undermine
trust in symbols. When providing information about
origin it is important to be clear and honest, and to
provide simple proof points.
What does origin refer to?
The place it was grown?
Where the ingredients
are sourced?
This bread is British wheat, but it doesn’t
say where it is made.
Less food engaged, Newcastle
Where it was made?
Where the company was founded
or is based?
How is this tea Dorset tea? They don’t grow tea in
Dorset. Tea comes from India!
Keen foodie, London
16
Key takeaways
•
Most people like the idea of knowing where their food comes from. However, the power
and importance of leveraging origin in a product’s positioning is highly dependent on the
target audience.
•
Clearly, origin in its own right is not a primary driver of choice for any consumers.
Origin’s role is often to act as a proxy for other factors that determine choice within food:
•
•
Mostly it represents quality and freshness
For many it is a means to ensure that you have found the genuine article.
•
Equally, time pressures and the habitual nature of grocery shopping means that often
very little attention is given to origin labeling at the time of purchase.
•
Consumers want choice and origin is way of showing consumers that there is choice. Just
local or British options may be seen as narrowing that choice and not improving it.
•
The misuse and lack of clarity around origin labelling means that many consumers are
sceptical about what it really means. Consumers are most interested in where the
product began or was raised.
17
Chapter 2:
Do UK consumers
really want to buy
British?
Do UK consumers really want to buy British?
What is British anyway: do most
consumers really know?
When asked 95% of UK respondents thought that
England was in the British Isles and 92% thought
that Scotland and Wales were included. This falls to
82% for Northern Ireland, and whilst strictly not in
the definition, around 2 in 5 people think that the
Republic of Ireland is part of the British Isles. These
figures highlight the blurred nature of the definition
of British in terms of geographical understanding. A
factor that is further accentuated when you look at
varying responses by country: the Welsh, at 42% are
the most likely to say the Republic of Ireland is part
of the British Isles, and the Northern Irish at 31%
are the least likely to say to say the Republic of
Ireland is part of the British Isles.
Which countries do you consider are
included with the British Isles?
% Agree
95%
92%
This it is not just simply a geographical blur, many
consumers see the Republic of Ireland as culturally
similar - the Republic of Ireland is certainly seen a
member of the same family.
Irish is British –
England Ireland,
Scotland Wales
Less food engaged,
Newcastle
We’re closer to Ireland
than England. They are
Celts too. It’s a similar
culture.
92%
81%
39%
Keen foodie, Caerphilly
19
Do UK consumers really want to buy British??
Most people see buying British as
important
The importance of food grown and manufactured in
Britain is very much like origin, for many it is not a
major driving attribute for food choice. Less than a
3rd of UK consumer see it as important or very
important and the majority (67%) of UK consumers
see it as somewhat important (see Chart 5). Equally,
1 in 8 UK consumers do not see it as having any
importance at all! Buying food grown and
manufactured in Britain is not a primary motivation
for the majority of consumers.
Equally, the importance of buying food grown and
manufactured in Britain varies by geography; it is the
most important to the Welsh with 33% rating it as
important or very important, and least important to
the Northern Irish with 20% rating it as important or
very important.
Notably the importance of buying food grown and
manufactured in Britain varies significantly by retailer
chain. The Waitrose shopper places greater
importance on food grown and manufactured in
Britain with 46% seeing it as important or very
important, the Co-op shopper is next with 43%.
Notably, the levels are significantly lower for
Sainsburys and Tesco with 29% and 26%
respectively seeing it as important or very important.
Chart 5
How important is it to you that the food you
buy is grown and manufactured in Britain?
%
60
57
50
40
30
20
20
10
15
8
0
Very
important
Important
Somewhat
important
Not at all
important
Source: The Futures Company 2010
20
The importance of buying British varies
by category
Buying British is more important in some
categories
Buying British is more important in the categories
where origin is key in determining choice. Here
British represents many of the attributes origin
labeling is used to signify, such as quality and
freshness. But at best it is only a 3rd of UK
consumers that go out of their way to buy British.
Equally, buying British is more important in the
categories where the produce is less processed and
the value of origin labels are clearer i.e. it indicates
where the product began or was raised. Categories
such as bread, fresh meat, milk and yogurts come
top in terms of the percentage of consumers going
out of their way to always buy British (see Chart 6).
These factor is reinforced by the fact that 52% of UK
consumers agree with the statement ‘I never
consider if it is British or not’ for alcoholic drinks and
36% for ready meals.
It doesn’t matter if its Irish or where it’s from to
me – if I like the look of something I will try it
and the sausages sound a bit exotic
Less food engaged, Caerphilly
Chart 6
I go out of my way to always buy British
Bread
33
Fresh meat
(unprocessed)
33
26
Milk and yogurts
Meat pies, sausages/
other processed meat
25
24
Fresh vegetables
21
Cheese
13
Fresh fruit
Frozen vegetables
12
Jams and condiments
11
9
Ready meals
6
Non alcoholic drinks
Alcoholic drinks
4
Source: The Futures Company 2010
21
Key takeaways
•
Most people see buying British as important. But equally, buying British is
more important in the categories where the produce is less processed and the
value of origin labels are clearer i.e. it indicates where the product began or
was raised.
•
Whilst British labelling is seen in a positive light, it is often largely ignored.
Equally, to reduce choice to just British produce would be unwise as many
consumers would perceive this to be a reduction in choice
•
•
British represents many of the attributes other types of origin labelling is used
to signify such as quality and freshness. But at best it is only a 3rd of UK
consumers that go out of their way to buy British.
•
•
The Waitrose shopper places greater importance on food grown and manufactured
in Britain with 46% seeing it as important or very important, the Co-op shopper is
next with 43%. Notably, the levels are significantly lower for Sainsbury's and Tesco
with 29% and 26% respectively seeing it as important or very important.
Categories such as bread, fresh meat, milk and yogurts come top in terms of the
percentage of consumers going out of their way to always buy British.
Equally, buying British is more important in the categories where the produce
is less processed and the value of origin labels are clearer i.e. it indicates
where the product began or was raised. Whilst more British labelling is seen
in a positive light, it is often largely ignored in many purchase decisions.
22
Chapter 3:
What does ‘Irish’
food mean to a UK
consumer?
What does ‘Irish’ food mean to a UK consumer
The meaning of Irish origin in the UK is
mainly positive
Consumers do not have strong perceptions about
qualities of Irish foods. Most of the associations are
positive and reflect a more rural and traditional view
of Ireland. The strongest attribute that UK
consumers agreed with was ‘made with traditional
ingredients/processes’ with 34% of respondents
agreeing with this statement (see Chart 7).
Equally, most UK consumers assume Irish food is a
bit like English or Welsh or Scottish food. Hence,
associations are positive and the geographical
proximity makes it feel ‘local’.
However, the most notable factor is how neutral
(neither positive or negative) the perception of Irish
food is to many UK consumers with 30% of
respondents ‘stating none of the above’. This was
significantly lower for the more food engaged
consumers in the UK, albeit that 1 in 8 still had no
real view of what Irish food represents. There is a
clear opportunity to build the equity of Irish food in
the UK and there are few (if any) negatives that
need to be addressed in this process.
I would assume they would be
the same standard
Keen foodie, Edinburgh
Chart 7
Which of these attributes do you feel
apply to food manufactured in Ireland?
Made with traditional
ingredients/processes
34
None of the above
30
It is food that tastes great
30
29
High production standards
It is good value for money
28
It is simple food
18
Made in harmony with
nature/environ.
18
Small artisan companies
not global manufactures
18
Highly processed
3
Cheap and poorly made
3
Source: The Futures Company 2010
24
What does ‘Irish’ food mean to a UK consumer
There are categories where Irish origin
has strong credentials
When asked to directly compare many UK consumers
see British as better in some key categories. But this
is never the majority in any category – even beef. In
beef only 30% of UK consumers say British is better
quality. Notably, Beef is the category were the desire
for British sourcing is the strongest versus Irish
sourcing.
Given that the survey was amongst UK consumers
we should not be surprised that British produce
would be favoured in the majority of categories in
the considered survey. The UK consumers that are
more food engaged generally see Irish to be of
similar standard to British and hence, the British bias
is less amongst these consumers.
The notable category that breaks this rule is butter
where 18% of UK consumers say Irish butter would
be better versus 16% who say that British butter
would be better – this difference is even greater
amongst the food engaged. Whilst not explicitly
explored by the research, this finding suggests that
Irish dairy production and the products that stem
from this industry are likely to have strong equities
that can be communicated by highlighting the Irish
origin of the milk that goes in to making them.
Chart 8
Which would be better quality British or Irish?
Irish would be
better
They would be of similar standard
Country of origin
has no impact
British would be better
% agree
100
10
80
13
15
13
14
16
60
31
40
18
12
19
30
35
20
30
26
16
0
Beef
I have bought Kerrygold – dairy definitely as
they are famous for dairy farming.
Don’t know
Sausages
Butter
Source: The Futures Company 2010
Keen foodie, Edinburgh
25
Key takeaways
• Perceptions of Irish food in the UK is positive. Most of the
associations reflect a more rural and traditional view of Ireland.
• However, deep perceptions do not exist and ‘Irish’ is not a strong
positive differentiator.
•
There is a clear opportunity to build the equity of Irish food in the UK and
there are few (if any) negatives that need to be addressed in this
process.
• Overtly communicating Irish origin can be beneficial in certain
categories - dairy and meat produce would benefit here.
•
•
The notable category is butter were 18% of UK consumers say Irish
butter would be better versus 16% who say that British butter would be
better.
Whilst not explicitly explored by the research, this finding suggests that
Irish dairy production and the products that stem from this industry are
likely to have strong equities in the UK.
26
Chapter 4:
Learning on origin
labelling
In certain categories origin labelling can be
helpful as it fulfils a key need
1. Text
description
Highlighting the place of
origin in the name of the
product can have relevance in
all categories.
This can be more relevant
where the origin signifies a
differentiating factor in the
category e.g. taste, quality,
craftsmanship etc. or it is
integral to the brand’s
heritage.
28
In certain categories origin labelling can be
helpful as it fulfils a key need
1. Text
description
Flags really only have a role in a
few key categories such as meat,
diary and, fruit and vegetables.
2. Flag
In other categories they are
probably adding unecessary clutter
to the label.
The role for consumers is, more
often than not, to symbolise
quality and freshness. The British
flag will be interpreted as meaning
grown or raised in Britain. Using a
flag on a product that does not
meet these criteria would be
considered misleading .
An Irish flag for a product sold in
the UK would not necessarily add
value.
29
In certain categories origin labelling can be
helpful as it fulfils a key need
1. Text
description
Often an assurance symbol is more
critical than an origin label.
2. Flag
3. Assurance
symbol
Here it is critical to understand
which assurance label has most
meaning and relevance in a
category e.g. Fairtrade in coffee or
chocolate.
Where short hand proxies /
symbols do not exist, it can be
important to communicate the
critical attributes that drive choice.
For instance, whilst Irish produce
cannot use the British Assured
Food Standard label, it may be
worth while communicating that
the produce is made to British
standards if appropriate.
30
In certain categories origin labelling can be
helpful as it fulfils a key need
1. Text
description
2. Flag
4. Name and
location of the
farm or
producer
3. Assurance
symbol
More detailed information
about the source of the
product can be important for
the more food engaged
consumer and reinforce
aspects of quality,
authenticity and true
provenance.
Here information such as the
county, town or even farm can
enrich the story of the
product’s origin. However,
this information can be more
recessed on the label or
packaging as the more food
engaged, for whom it is
relevant, will search for it.
31
For further information
• For further information about this report, please contact:
– Tel: +353 1 668 5155
– Email: info@bordbia.ie
• A copy of this report and other marketing reports are at
www.bordbia.ie
32