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Food Provenance - UK - April 2011

Food provenance – the origin of what we eat and drink – enjoys a permanent place on the brands’ and media’s food and drink agenda, also maintaining its visibility among consumers.

This report reveals that British and local origin of food are seen as important issues by a minority of around one in three adults. Meanwhile, more than half the population are prioritising value for money over food origin, reflecting the current pressure on consumer incomes.

  • Highlighting the people behind the product could help British food engage the three in four consumers who believe that buying British food supports British businesses.
  • Detailed origin information continues to provide opportunities in the premium niche, as three in ten households earning £50,000 or more see such products as worth paying more for.
  • Overseas brands could tap into a sizeable pool of demand in the UK massmarket ethnic foods sector, among the 37% of adults who prefer ingredients and sauces from the homeland of the cuisine when cooking ethnic dishes.
  • British food could benefit from highlighting its farming quality standards to the over-55s population, to continue to engage them as purity of food has overtaken British origin as their most important food-related issue.
  • The onus is on the brands and manufacturers to highlight their British credentials to benefit from them, as half of adults report to buy goods produced in their own country, but only one in three pay attention to where the products they buy are made or grown.
  • Telling the story of their provenance could help brands appeal to the 45-54-year-olds, who are the most likely age group to see detailed origin information as signalling distinctive taste and as worth paying more for.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Issues in the Market

            • Which food issues have the greatest resonance with UK consumers?
              • What does British food mean to the British public?
                • In which food categories does origin matter the most?
                  • Does detailed origin information give some products an edge?
                  • Future Opportunities

                      • Trend: Prove It
                        • Trend: Rebirth of Cities
                        • Executive Summary

                            • The market
                              • Long-term decline in share of domestic food halted in recent years
                                • Figure 1: Share of food consumed in the UK originating in the UK, 1988-2008
                              • Local food holds a niche position in the food market
                                • Figure 2: Estimated UK retail sales of locally sourced foods, by value, 2005-15
                              • Market factors
                                • Half the nation look for UK-made goods
                                  • Food provenance is high on media agenda, less so on government’s
                                    • Demographic changes bring mixed tidings to local and British food
                                      • Companies, brands and innovation
                                        • Various operators drive the British and local agenda
                                          • Interest from grocers supports local and British food
                                            • ‘British’ food plays a small, but growing role in NPD
                                              • Figure 3: Share of British* products in all new food product launches, 2007-10
                                            • New initiatives aim to make local food more credible and more accessible
                                              • The consumer
                                                • No one food issue chimes with the nation
                                                  • Figure 4: Food-related issues seen as important, December 2009 and January 2011
                                                • British is most wanted in dairy, traditional origin in coffee
                                                  • Figure 5: Preference for food origin, by category – selected categories, January 2011
                                                • British food is associated first with supporting British businesses
                                                  • What we think
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Patriotic appeal starting to wane?
                                                          • Figure 6: Trends in attitudes towards domestically produced goods, 2006-10
                                                        • More than half the nation are keen cooks
                                                          • Figure 7: Trends in attitudes towards cooking, 2006-10
                                                        • Three in five enjoy foreign food
                                                            • Figure 8: Trends in attitudes towards foreign food, 2006-10
                                                          • Government dragging its heels on food plans
                                                            • Coalition cuts hit regional food groups
                                                              • The media impact
                                                              • Broader Market Environment

                                                                • Key points
                                                                  • Slow recovery expected in consumer spending
                                                                    • Figure 9: GfK NOP Consumer Confidence Index, monthly, January 2007-March 2011
                                                                    • Figure 10: Consumer expenditure, at current and constant 2010 prices, 2005-15
                                                                  • Growth of C2s looks set to benefit British food
                                                                      • Figure 11: Forecast changes in the socio-economic structure of the UK population, 2010-15
                                                                    • Ageing population is mixed news for British food
                                                                      • Figure 12: Forecast changes in the age structure of the UK population, 2010-15
                                                                    • Domestic food accounts for half of UK total
                                                                      • Figure 13: Share of food consumed in the UK originating in the UK, 1988-2008
                                                                      • Figure 14: Origin of food consumed in the UK, 2008
                                                                    • UK production oversupplies in milk, lags in fresh fruit
                                                                      • Figure 15: Share of UK production in total new supply* of selected food products, 2009 (provisional)
                                                                    • Local food
                                                                      • Figure 16: Estimated UK retail sales of locally sourced foods, by value, 2005-15
                                                                      • Figure 17: Estimated UK retail sales of locally sourced foods, by value, 2005-15
                                                                    • Forecast methodology
                                                                    • Food Origin Labelling

                                                                      • Key points
                                                                        • Regulations governing country of origin labelling
                                                                          • Changes are under way for origin labelling
                                                                            • How local is local?
                                                                              • Protected food names
                                                                                • Protection for Cornish pasties
                                                                                  • Figure 18: UK-registered products with Protected Designation of Origin or Protected Geographical Indication or Traditional Speciality Guaranteed status, January 2011
                                                                                  • Figure 19: Product names registered as PDO, PGI or TSG with the European Commission, 2005-10
                                                                                • Consumers show limited interest in labelling
                                                                                • Who’s Innovating?

                                                                                  • Key points
                                                                                    • Authenticating local credentials
                                                                                      • Leveraging traceability
                                                                                        • Creating access platforms
                                                                                          • New product launches
                                                                                            • Definition
                                                                                              • 'British' launches continue to gain share in all NPD
                                                                                                • Figure 20: Share of British* products in all new food product launches, 2007-10
                                                                                                • Figure 21: Share of English, Welsh and Scottish* products in all new food product launches, 2007-10
                                                                                              • British launches are most prominent in meat, fish and poultry
                                                                                                • Figure 22: Share of British* products in new product launches, by category, 2010
                                                                                              • Own-brand dominates 'British' launches
                                                                                                • Figure 23: Share of leading brands/own-labels in new launches labelled as British, 2010
                                                                                              • ‘British’ gains share in economy and premium launches
                                                                                              • Companies and Products

                                                                                                • Certification and accreditation
                                                                                                  • Red Tractor Scheme
                                                                                                    • The RSPCA Freedom Food Scheme
                                                                                                      • LEAF (Linking Environment and Farming)
                                                                                                        • The Soil Association
                                                                                                          • Trade bodies
                                                                                                            • English Food & Drink Alliance
                                                                                                              • Regional bodies in Wales and Scotland
                                                                                                                • Agriculture and Horticulture Development Board
                                                                                                                  • FARMA
                                                                                                                    • SALSA
                                                                                                                      • Selected other organisations promoting British or local food
                                                                                                                        • Farmers' markets and farm shops
                                                                                                                          • Farm shops and farmers’ markets strong in the boom...
                                                                                                                            • …broadly steady in the recession
                                                                                                                              • Leveraging the online channel
                                                                                                                                • Who shops at farmers' markets?
                                                                                                                                  • Figure 24: Shopping at farmers’ markets/farm shops for top-up shopping*, by gender, age and socio-economic group, September 2010
                                                                                                                                • Brands
                                                                                                                                  • Brands go British
                                                                                                                                    • Leveraging regional provenance
                                                                                                                                      • Polishing local credentials
                                                                                                                                        • Retailers
                                                                                                                                          • Asda
                                                                                                                                            • Co-operative Group
                                                                                                                                              • Marks & Spencer
                                                                                                                                                • Morrisons
                                                                                                                                                  • Sainsbury's
                                                                                                                                                    • Figure 25: Share of British produce in selected categories of Sainsbury’s own-label offering, 2010
                                                                                                                                                  • Tesco
                                                                                                                                                      • Figure 26: Share of British produce in selected categories at Tesco, 2011
                                                                                                                                                    • Waitrose
                                                                                                                                                    • Consumer – Which Food Issues Matter?

                                                                                                                                                      • Key points
                                                                                                                                                        • Animal welfare is top issue
                                                                                                                                                            • Figure 27: Food-related issues seen as important, December 2009 and January 2011
                                                                                                                                                          • Food issues lose ground in 2010
                                                                                                                                                            • British and local origin stand close behind animal welfare
                                                                                                                                                              • Provenance ranks higher for men, purity for women
                                                                                                                                                                • Figure 28: Top five food issues seen as important, by gender, January 2011
                                                                                                                                                                • Figure 29: Top five food issues seen as important – 16-24-year-olds and over-55s, January 2011
                                                                                                                                                            • Consumer – Food Origin Preference by Category

                                                                                                                                                              • Key points
                                                                                                                                                                • British is most wanted in dairy, traditional origin in coffee
                                                                                                                                                                    • Figure 30: Preference for food origin, by category, January 2011
                                                                                                                                                                  • British rules in fresh
                                                                                                                                                                    • Coffee is top category for traditional origin
                                                                                                                                                                      • Knowledge drives demand for authenticity for ethnic foods
                                                                                                                                                                        • Traditional cheese benefits from broadening tastes
                                                                                                                                                                          • Repertoire of preference for British and traditional origin food
                                                                                                                                                                            • One in six are highly engaged with British food
                                                                                                                                                                              • Figure: Repertoire of categories where respondents prefer British provenance, January 2011
                                                                                                                                                                            • Traditional origin off the radar for half of adults
                                                                                                                                                                              • Figure: Repertoire of categories where respondents prefer traditional provenance, January 2011
                                                                                                                                                                          • Consumer – Attitudes towards Food Origin

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Value takes precedence over food origin for the majority
                                                                                                                                                                                  • Figure 31: Attitudes towards food origin compared to value, brand and appearance, January 2011
                                                                                                                                                                                • British food is seen first and foremost as supporting British businesses
                                                                                                                                                                                  • Figure 32: Attitudes towards British food, January 2011
                                                                                                                                                                                • Traditional origin raises expectations of quality
                                                                                                                                                                                  • Figure 33: Attitudes towards food with traditional origin, January 2011
                                                                                                                                                                              • Consumer – Attitudes towards Detailed Origin Information

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Distinctive taste is top quality associated with detailed origin information
                                                                                                                                                                                      • Figure 34: Qualities associated with food products with detailed origin information, January 2011
                                                                                                                                                                                    • Globalisation drives the demand for the ‘real thing’
                                                                                                                                                                                      • Detailed origin information provides standout, but not added value
                                                                                                                                                                                        • Provenance details associated with distinctive taste and premium quality
                                                                                                                                                                                        • Consumer – Targeting Opportunities

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Four target groups
                                                                                                                                                                                              • Figure 35: Target groups for food provenance, January 2011
                                                                                                                                                                                            • Pragmatists (25%)
                                                                                                                                                                                              • Brit-lovers (20%)
                                                                                                                                                                                                • Heritage-seekers (20%)
                                                                                                                                                                                                  • Apathetics (35%)
                                                                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                                                                      • Figure 36: Agreement with selected lifestyle statements, by demographics, 2010
                                                                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                                                                      • Figure 37: Estimated UK retail sales of locally sourced foods, by value, best and worst case forecast, 2010-15
                                                                                                                                                                                                  • Appendix – Consumer – Which Food Issues Matter?

                                                                                                                                                                                                      • Figure 38: Food-related issues seen as important, January 2011
                                                                                                                                                                                                      • Figure 39: Food-related issues seen as important, by demographics, January 2011
                                                                                                                                                                                                      • Figure 40: Food-related issues seen as important, by demographics, January 2011 (continued)
                                                                                                                                                                                                  • Appendix – Consumer – Food Origin Preference by Category

                                                                                                                                                                                                      • Figure 41: Preference for food origin, by category, January 2011
                                                                                                                                                                                                      • Figure 42: Preference for food origin, by category, January 2011
                                                                                                                                                                                                      • Figure 43: Preference for food origin in crisps and salty snacks (excluding nuts), by demographics, January 2011
                                                                                                                                                                                                      • Figure 44: Preference for food origin in fruit and vegetables and pasta, rice and noodles, by demographics, January 2011
                                                                                                                                                                                                      • Figure 45: Preference for food origin in ready meals, and in butter and yellow fats, by demographics, January 2011
                                                                                                                                                                                                      • Figure 46: Preference for food origin in edible oils and cheese, by demographics, January 2011
                                                                                                                                                                                                      • Figure 47: Preference for food origin in meat, poultry and fish, and prepared meat, by demographics, January 2011
                                                                                                                                                                                                      • Figure 48: Preference for food origin in cooking sauces, pasta sauces and stocks, and in table sauces and seasonings, by demographics, January 2011
                                                                                                                                                                                                      • Figure 49: Preference for food origin in sweet and savoury spreads, and soup, by demographics, January 2011
                                                                                                                                                                                                      • Figure 50: Preference for food origin in bread and baked goods, and biscuits, cookies and crackers, by demographics, January 2011
                                                                                                                                                                                                      • Figure 51: Preference for food origin in dairy drinks, milk and cream, and water (bottled), by demographics, January 2011
                                                                                                                                                                                                      • Figure 52: Preference for food origin in yogurt and desserts, and cakes and cake bars, by demographics, January 2011
                                                                                                                                                                                                      • Figure 53: Preference for food origin in ice cream, and breakfast cereals, by demographics, January 2011
                                                                                                                                                                                                      • Figure 54: Preference for food origin in chocolate confectionery, and sugar and gum confectionery, by demographics, January 2011
                                                                                                                                                                                                      • Figure 55: Preference for food origin in coffee, and fruit juice and juice drinks, by demographics, January 2011
                                                                                                                                                                                                      • Figure 56: Repertoire of number of categories where respondents care about traditional provenance, January 2011
                                                                                                                                                                                                      • Figure 57: Repertoire of number of categories where respondents care about traditional provenance, by demographics, January 2011
                                                                                                                                                                                                      • Figure 58: Repertoire of number of categories where respondents care about British provenance, January 2011
                                                                                                                                                                                                      • Figure 59: Repertoire of number of categories where respondents care about British provenance, by demographics, January 2011
                                                                                                                                                                                                      • Figure 60: Repertoire of number of categories where respondents don’t pay attention to product origin, January 2011
                                                                                                                                                                                                      • Figure 61: Repertoire of number of categories where respondents don't pay attention to product origin, by demographics, January 2011
                                                                                                                                                                                                  • Appendix – Consumer Attitudes towards Food Origin

                                                                                                                                                                                                      • Figure 62: Attitudes towards food provenance, January 2011
                                                                                                                                                                                                      • Figure 63: Agreement with statements ‘Good value is more important than where food comes from’, and ‘I tend to choose food products based on what looks good, and rarely pay attention to where they are made/grown’, by demographics, January 2011
                                                                                                                                                                                                      • Figure 64: Agreement with statements ‘When I buy a brand I like, I don’t pay attention to where the product is made/grown’ and ‘Buying food grown/made in Britain supports British businesses’, by demographics, January 2011
                                                                                                                                                                                                      • Figure 65: Agreement with statements ‘I buy food grown/made in Britain because it's better for the environment’ and ‘Food from Britain is better quality than imported food’, by demographics, January 2011
                                                                                                                                                                                                      • Figure 66: Agreement with statements ‘Buying British food ensures higher farming standards’ and ‘I prefer to buy British food because it’s fresher than imported’, by demographics, January 2011
                                                                                                                                                                                                      • Figure 67: Agreement with statements ‘Food from the country/region where it is traditionally made/grown (eg Greek feta, Spanish chorizo) tastes more authentic’, and ‘I expect food from the country/region where it is traditionally made/grown to be of better quality’, by demographics, January 2011
                                                                                                                                                                                                      • Figure 68: Agreement with statements ‘Traditional origin of food is used to artificially push up the price’ and ‘When cooking ethnic dishes I prefer to use ingredients and sauces grown or made in that country’, by demographics, January 2011
                                                                                                                                                                                                  • Appendix – Consumer – Attitudes towards Detailed Origin Information

                                                                                                                                                                                                      • Figure 69: Qualities associated with food products with detailed origin information, January 2011
                                                                                                                                                                                                      • Figure 70: Most popular qualities associated with food products with detailed origin information, by demographics, January 2011
                                                                                                                                                                                                      • Figure 71: Next most popular qualities associated with food products with detailed origin information, by demographics, January 2011
                                                                                                                                                                                                      • Figure 72: Qualities associated with food products with detailed origin information, by most popular issues when buying food, January 2011
                                                                                                                                                                                                      • Figure 73: Qualities associated with food products with detailed origin information, by next most popular issues when buying food, January 2011
                                                                                                                                                                                                  • Appendix – Consumer – Targeting Opportunities

                                                                                                                                                                                                      • Figure 74: Attitudes towards food provenance, by target groups, January 2011
                                                                                                                                                                                                      • Figure 75: Target groups, by demographics, January 2011
                                                                                                                                                                                                      • Figure 76: Cooking style, by target groups, January 2011
                                                                                                                                                                                                      • Figure 77: Important issues when buying food, by target groups, January 2011

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Abel & Cole Limited
                                                                                                                                                                                                  • Agriculture and Horticulture Development Board
                                                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                                                  • Assured Food Standards
                                                                                                                                                                                                  • Bank of England
                                                                                                                                                                                                  • Bernard Matthews Plc
                                                                                                                                                                                                  • British Bakeries Ltd
                                                                                                                                                                                                  • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                  • British Cheese Board
                                                                                                                                                                                                  • British Hospitality Association
                                                                                                                                                                                                  • British Meat Processors Association
                                                                                                                                                                                                  • British Pig Executive (BPEX)
                                                                                                                                                                                                  • British Retail Consortium
                                                                                                                                                                                                  • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                  • Burts Potato Chips Ltd
                                                                                                                                                                                                  • CH&Co
                                                                                                                                                                                                  • Co-operative Group
                                                                                                                                                                                                  • Dairy Crest Group plc
                                                                                                                                                                                                  • Department for Environment, Food & Rural Affairs
                                                                                                                                                                                                  • Department of Health
                                                                                                                                                                                                  • Duchy Originals
                                                                                                                                                                                                  • English Beef and Lamb Executive
                                                                                                                                                                                                  • Fairtrade Foundation (The)
                                                                                                                                                                                                  • Food Standards Agency
                                                                                                                                                                                                  • Freeview
                                                                                                                                                                                                  • Gfk NOP
                                                                                                                                                                                                  • Ginsters
                                                                                                                                                                                                  • Gordon Ramsay Holdings
                                                                                                                                                                                                  • Government Actuary's Department (GAD)
                                                                                                                                                                                                  • Green & Black's Ltd
                                                                                                                                                                                                  • Greggs Plc
                                                                                                                                                                                                  • Haribo Dunhills Plc
                                                                                                                                                                                                  • Highland Spring
                                                                                                                                                                                                  • J. Sainsbury
                                                                                                                                                                                                  • Jamie Oliver
                                                                                                                                                                                                  • John Lewis Partnership
                                                                                                                                                                                                  • Kallo Foods Ltd
                                                                                                                                                                                                  • Kantar Media
                                                                                                                                                                                                  • LEAF
                                                                                                                                                                                                  • Lidl (UK)
                                                                                                                                                                                                  • Linking Environment and Farming
                                                                                                                                                                                                  • Marks & Spencer
                                                                                                                                                                                                  • mmO2 plc
                                                                                                                                                                                                  • National Farmers Union
                                                                                                                                                                                                  • Nestlé UK Ltd
                                                                                                                                                                                                  • Orange plc (UK)
                                                                                                                                                                                                  • Premier Foods plc
                                                                                                                                                                                                  • R Twining and Company Limited
                                                                                                                                                                                                  • Robert Wiseman Dairies Plc
                                                                                                                                                                                                  • Royal Society for the Prevention of Cruelty to Animals (RSPCA)
                                                                                                                                                                                                  • Sodexho, Inc.
                                                                                                                                                                                                  • Soil Association
                                                                                                                                                                                                  • South Caernarfon Creameries Ltd
                                                                                                                                                                                                  • T-Mobile (UK) Ltd
                                                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                                                  • Ulster Farmers Union
                                                                                                                                                                                                  • Virgin Media Ltd
                                                                                                                                                                                                  • Virgin Mobile
                                                                                                                                                                                                  • Vodafone Group Plc (UK)
                                                                                                                                                                                                  • Waitrose Ltd
                                                                                                                                                                                                  • Weetabix Ltd.
                                                                                                                                                                                                  • Wm Morrison Supermarkets
                                                                                                                                                                                                  • Yeo Valley Farms (Production) Ltd

                                                                                                                                                                                                  Food Provenance - UK - April 2011

                                                                                                                                                                                                  £1,750.00 (Excl.Tax)