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Food Provenance - UK - April 2010

This report reveals that while no single food issue chimes with the whole of Britain, animal welfare has become the most widely shared concern. British and local origin of food rank close behind, broadly on a par with purity of food, but well ahead of considerations like organic and carbon footprint.

  • Detailed provenance information could help brands compete even in the price-led environment, by attracting the eight million people willing to pay more for such details.
  • Brands targeting men stand to benefit from British provenance, as 4.5 million men say they would pay a small premium for British food.
  • Securing mainstream supply can give local food products access to a pool of 14 million people nationally, who buy local food when possible, but are not willing to seek it out. As with many other food issues from fair trade to animal welfare, consumers are in favour of doing the “right” thing, as long as someone else does the work to make it happen.
  • Spelling out how a product contributes to the local economy can help brands win over the 16 m adults who buy British to support local businesses.
  • While 14m people see food origin labelling as sometimes misleading, just six million look for the Red Tractor label, which guarantees British origin and high production standards. The Red Tractor could attract a sizeable following, but it needs to build recognition as a champion of British and high quality food to do so.
  • Just two million 16-24-year-olds see British origin of food as important. It is vital for the future of the sector to find ways to build rapport among the other five million who do not. High animal welfare could provide such as platform, as it is deemed important by three million 16-24-year-olds.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • 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

                            • 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

                                              • Key points
                                                • Government initiatives
                                                  • The media impact
                                                    • Food miles
                                                      • Free-range strong, organic and provenance losing
                                                          • 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
                                                            • Figure 3: Attitudes towards cooking, 2005-09
                                                        • Broader Market Environment

                                                          • Key points
                                                            • One in four in healthy finances
                                                                • Figure 4: Trends in how consumers describe their financial situation, February 2009-February 2010
                                                              • Growth of over-55s good news for GB food
                                                                  • Figure 5: Trends in the age structure of the UK population, 2010-15
                                                                • Food-aware ABs to grow
                                                                    • Figure 6: Changes in adult population, by socio-economic group, 2010-15
                                                                  • Half of food sold in the UK is domestic
                                                                      • Figure 7: Share of food consumed in the UK originating in the UK, 1988-2008
                                                                    • Local food still small
                                                                        • Figure 8: UK retail sales of locally sourced foods, by value, 2004-09
                                                                    • Food Origin Labelling

                                                                      • Key points
                                                                        • Legislative framework
                                                                          • A voluntary origin code for pork
                                                                            • Protected food names
                                                                                • 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

                                                                                • Strengths
                                                                                  • Weaknesses
                                                                                  • Who’s Innovating?

                                                                                    • 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
                                                                                                      • Figure 10: Share of British* products in all new food product launches, 2007-09
                                                                                                    • ‘British’ launches most common in ready meals
                                                                                                        • Figure 11: Share of British products in all new product launches, by product category, 2007-09
                                                                                                      • Private label dominates ‘British’ launches
                                                                                                        • 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

                                                                                                          • The Red Tractor Scheme
                                                                                                            • The RSPCA Freedom Food Scheme
                                                                                                              • LEAF (Linking Environment and Farming)
                                                                                                                • The Soil Association
                                                                                                                • Companies and Products: Trade Bodies

                                                                                                                    • Regional Food Group Alliance
                                                                                                                      • Regional bodies in Wales and Scotland
                                                                                                                        • FARMA
                                                                                                                          • SALSA
                                                                                                                            • Selected other organisations promoting British or local food
                                                                                                                            • Companies and Products: Brands

                                                                                                                                • Hovis
                                                                                                                                  • Ginsters
                                                                                                                                    • Country Life
                                                                                                                                      • Other brands
                                                                                                                                      • Companies and Products: Retailers

                                                                                                                                          • Waitrose
                                                                                                                                            • Tesco
                                                                                                                                                • 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

                                                                                                                                                        • Leap ahead in the new millennium
                                                                                                                                                          • Growth stalls, more activity online
                                                                                                                                                            • ABs and over-35s keener on farm shops
                                                                                                                                                              • Figure 14: Shopping at farmers’ market/farm shops, by gender, age and socio-economic group, July 2009
                                                                                                                                                          • Consumer – Which Food Matters Matter?

                                                                                                                                                            • Key points
                                                                                                                                                              • Consumers divided over food issues
                                                                                                                                                                  • 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
                                                                                                                                                                        • Figure 16: Top five food issues seen as important, by gender, December 2009
                                                                                                                                                                        • Figure 17: Top six food issues seen as important – 16-24-year-olds and over-55s, December 2009
                                                                                                                                                                    • Consumer – Attitudes towards Food Origin

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Attitudes towards food origin
                                                                                                                                                                            • 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

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Attitudes towards British food
                                                                                                                                                                                      • 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

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Attitudes towards local food
                                                                                                                                                                                                  • Figure 20: Attitudes towards local food, December 2009
                                                                                                                                                                                                • Half the nation buy local
                                                                                                                                                                                                  • Room to improve price perception
                                                                                                                                                                                                    • Why buy local?
                                                                                                                                                                                                    • Target Groups

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Origin committed in the minority
                                                                                                                                                                                                          • Figure 21: Consumer typologies for food origin, December 2009
                                                                                                                                                                                                        • Origin committed (17%)
                                                                                                                                                                                                          • Origin interested (35%)
                                                                                                                                                                                                            • Apathetic (49%)
                                                                                                                                                                                                            • Appendix – Internal and Broader Market Environment

                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                • Figure 27: Share of launches labelled ‘British’ in total launches, by brand, 2007-09
                                                                                                                                                                                                            • Appendix – Consumer – Which Food Matters Matter?

                                                                                                                                                                                                                • Figure 28: Food-related claims seen as important, December 2009
                                                                                                                                                                                                                • Figure 29: Food-related claims seen as important, by demographics, December 2009
                                                                                                                                                                                                                • Figure 30: Food-related claims seen as important, by demographics, December 2009 (continued)
                                                                                                                                                                                                                • Figure 31: Repertoire of food-related claims seen as important, December 2009
                                                                                                                                                                                                                • Figure 32: Food-related claims seen as important, by repertoire of claims, December 2009
                                                                                                                                                                                                            • Consumer – Attitudes towards Food Origin

                                                                                                                                                                                                                • Figure 33: Attitudes towards food provenance, December 2009
                                                                                                                                                                                                                • Figure 34: Attitudes towards food provenance, by demographics, December 2009
                                                                                                                                                                                                                • Figure 35: Attitudes towards food provenance, by demographics, December 2009 (continued)
                                                                                                                                                                                                            • Appendix – Consumer – Attitudes towards British Food

                                                                                                                                                                                                                • Figure 36: Attitudes towards British food, December 2009
                                                                                                                                                                                                                • Figure 37: Attitudes towards British food, by demographics, December 2009
                                                                                                                                                                                                                • Figure 38: Attitudes towards British food, by demographics, December 2009 (continued)
                                                                                                                                                                                                            • Appendix – Consumer – Attitudes towards Local Food

                                                                                                                                                                                                                • Figure 39: Attitudes towards local food (produced within 50 miles of where you live), December 2009
                                                                                                                                                                                                                • Figure 40: Attitudes towards local food (produced within 50 miles of where you live), by demographics, December 2009
                                                                                                                                                                                                                • Figure 41: Attitudes towards local food (produced within 50 miles of where you live), by demographics, December 2009 (continued)
                                                                                                                                                                                                            • Appendix – Consumer – Target Groups

                                                                                                                                                                                                                • Figure 42: Attitudes towards food provenance, by target groups, December 2009
                                                                                                                                                                                                                • Figure 43: Target groups, by demographics, December 2009
                                                                                                                                                                                                                • Figure 44: Food-related claims seen as important, by target groups, December 2009
                                                                                                                                                                                                                • Figure 45: Attitudes towards British food, by target groups, December 2009
                                                                                                                                                                                                                • Figure 46: Attitudes towards local food (produced within 50 miles of where you live), by target groups, December 2009

                                                                                                                                                                                                            Food Provenance - UK - April 2010

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