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Local Living - UK - June 2015

"Shoppers are increasingly rooting for the home team and recognising the many social and economic benefits of buying local goods and services. Such goods and services, however, are often viewed as being overpriced, which remains a significant barrier to purchase. Local retailers and producers could benefit from partnering up with services that reward customers with discounts and loyalty points and raise general awareness about their presence. This could also include price comparisons to shatter the view that locally-made items don't offer value for money."
– Ina Mitskavets, Senior Consumer Lifestyles Analyst

This report covers the following areas:

  • Encouraging young people to be more involved locally
  • Overcoming the perception that local products are too expensive

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • Knowledge of produce origins – An important driver of local shopping
              • Figure 1: Proportions of overall buyers and buyers of locally-produced food and drink products, April 2015
            • Farmers’ markets nearly as popular as supermarkets amongst local shoppers
              • Figure 2: Places where people shop for locally-produced items, April 2015
            • Desire to support local producers and economy is strong
              • Figure 3: Reasons why people buy locally-produced items, April 2015
            • Local products not seen as value for money
              • Figure 4: Motivations for buying more local goods and services and participating in local activities more often, April 2015
            • What we think
            • Issues and Insights

                • Encouraging young people to be more involved locally
                  • The facts
                    • The implications
                      • Overcoming the perception that local products are too expensive
                        • The facts
                          • The implications
                          • Market Drivers

                            • Key points
                              • The Portas Review
                                • Figure 5: Issues related to the economy that affect UK’s small businesses, 2014
                              • Smaller businesses are less agile
                                • Figure 6: Proportion of businesses who introduced new or significantly improved products and services in the past 12 months, 2014
                              • Government boost to the British high street
                                • Declining interest in keeping up with the Joneses
                                  • Figure 7: Trends in the extent to which people agree or disagree that people in their community pull together to improve the neighbourhood, England, 2003/2013-14
                                  • Figure 8: Screenshot from Streetlife website, May 2015
                                • …But satisfaction with local areas is on the rise
                                  • Figure 9: Trends in satisfaction with local area, England, 2008-09 to 2013-14
                              • The Consumer – Frequency of Buying Local Products

                                • Key points
                                  • Concerns about origins drive local food and drink shopping
                                    • Figure 10: Proportions of overall buyers and buyers of locally-produced food and drink products, April 2015
                                  • Undying interest in buying local produce
                                    • Figure 11: Frequency of buying locally-produced food and drink products, April 2015
                                    • Figure 12: Factors influencing choice when buying food and non-alcoholic drink, December 2012 and March 2013
                                  • Local buying drops in non-food/drink categories
                                    • Figure 13: Proportions of overall buyers and buyers of locally-produced non-food/drink products, April 2015
                                  • Health as a driver for local personal care products
                                    • Figure 14: Frequency of buying locally-produced non-food/drink products, April 2015
                                • The Consumer – Where Local Products are Bought

                                  • Key points
                                    • Over a third of local shoppers turn to farmers’ markets in search of local produce
                                      • Figure 15: Places where people shop for locally-produced items, April 2015
                                    • Veg boxes – Niche, but steadily growing
                                      • Figure 16: Screenshot from Riverford website, May 2015
                                    • Tapping into the potential of e-commerce
                                      • Figure 17: Screenshot from the BigBarn website, May 2015
                                      • Figure 18: Screenshot from the Bonativo website, May 2015
                                    • Measuring the impact of local shopping
                                      • Figure 19: Motivations for buying more local goods and services, by places where people shop for locally-produced food and drink products, April 2015
                                  • The Consumer – Involvement in Local Communities

                                    • Key points
                                      • Establishments at the heart of British communities
                                        • Figure 20: Frequency of doing activities in the local community, April 2015
                                      • Helping local businesses succeed
                                        • Figure 21: Screenshot of Airbnb Neighbourhoods, May 2015
                                      • Re-igniting local charitable spirit
                                        • Figure 22: Frequency of doing activities in the local community, April 2015 (continued)
                                    • The Consumer – Reasons for Buying Local

                                      • Key points
                                        • Over four in ten want to support their local economy
                                          • Figure 23: Reasons why people buy locally-produced items, April 2015
                                        • Social benefits of buying local
                                          • Convenience and personal health motivate younger shoppers
                                            • Figure 24: Reasons why people buy locally-produced items, by age, April 2015
                                            • Figure 25: Screenshot from the Buycott website, May 2015
                                          • The need to support local non-food/drink producers
                                            • Figure 26: Selected reasons why people buy locally-produced items, by proportions of buyers of locally-produced items, April 2015
                                            • Figure 27: Screenshot from Letsgive website, May 2015
                                        • The Consumer – Motivations for Buying Local

                                          • Key points
                                            • Prices are the biggest barrier to local shopping
                                              • Figure 28: Motivations for buying more local goods and services and participating in local activities more often, April 2015
                                              • Figure 29: Screenshot from Loyalzoo website, May 2015
                                            • Local shopping drivers vary by age
                                              • Lack of free time and information stops greater local involvement
                                                  • Figure 30: Screenshot from Addmywindow website, May 2015
                                              • The Consumer – Attitudes towards Local Products and Services

                                                • Key points
                                                  • Dealing with the perception that local goods and services are expensive
                                                    • Figure 31: Attitudes towards local products, services and local communities, April 2015
                                                  • Independent establishments favoured by the over-55s
                                                    • Figure 32: Selected attitudes towards local products, services and local communities, by age, April 2015
                                                  • Clear labelling and active promotion could result in more sales of local goods
                                                    • Big brands supporting local communities
                                                      • Figure 33: Selected attitudes towards local products, services and local communities, by reasons for buying locally-produced items, April 2015
                                                      • Figure 34: Screenshot from Supportyourbar website, May 2015

                                                  Companies Covered

                                                  To learn more about the companies covered in this report please contact us.

                                                  Local Living - UK - June 2015

                                                  £2,195.00 (Excl.Tax)