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Provenance in Food and Drink - UK - April 2012

“The strong interest in provenance among the higher-earning households signals the ongoing potential to leverage origin information to justify added value. Emphasising provenance on-pack has potential to appeal to those consumers who are willing to pay more for a British product.”

– Amy Lloyd, Senior Food and Drink Analyst

Some questions answered in this report include:

  • How can leveraging the provenance angle add value to the food and non-alcoholic drinks industry?
  • How can the market engage the younger consumer?
  • How could linking provenance to the economy make the issue more relevant for consumers?
  • How can the market leverage the patriotic events of 2012?
  • How can making it easier for consumers to recognise local/British produce boost demand?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Long-term decline in share of domestic food
                • Figure 1: Share of food consumed in the UK originating in the UK*, 1988-2010
              • Locally sourced food gains greater supply
                • Figure 2: Estimated UK retail sales of locally sourced foods, by value, 2006-16
              • Market factors
                • Less than half of Brits look for products made in their country
                  • Growth in ABs and over-55s bodes well for the market
                    • Companies and innovation
                      • British and local agenda driven by a host of organisations
                        • Supermarkets’ increased interest supports local food
                          • British plays a niche role in NPD
                            • Figure 3: Share of British* products in all new food and non-alcoholic drink product launches, 2008-11
                          • The consumer
                            • British and UK local/regional origin are important to around a third of consumers
                              • Figure 4: Food-related issues seen as important, January 2012
                            • Strong support for more local produce
                              • Figure 5: Agreement with statements on locally produced food and drink, January 2012
                            • Strong faith in the economic benefits of supporting British produce
                              • Figure 6: Agreement with statements on British food and drink products, January 2012
                            • What we think
                            • Issues in the Market

                                • How can leveraging the provenance angle add value to the food and non-alcoholic drinks industry?
                                  • How can the market engage the younger consumer?
                                    • How could linking provenance to the economy make the issue more relevant for consumers?
                                      • How can the market leverage the patriotic events of 2012?
                                        • How can making it easier for consumers to recognise local/British produce boost demand?
                                        • Future Opportunities

                                            • Patriot Games
                                              • Carnivore, Herbivore...Locavore
                                              • Internal Market Environment

                                                • Key points
                                                  • Popularity of buying British wanes, although 2012 should provide patriotic opportunities
                                                    • Figure 7: Agreement with selected statements regarding interest in food origin, 2007-11
                                                  • Regional food groups phased out in England
                                                    • Increase in scratch cooking could fuel interest in sourcing of food
                                                      • Figure 8: Agreement with selected statements regarding cooking and preparing food, 2007-11
                                                  • Broader Market Environment

                                                    • Key points
                                                      • Consumer incomes remain under pressure…
                                                        • …as does consumer confidence
                                                          • Domestic food accounts for around half of UK total
                                                            • Figure 9: Share of food consumed in the UK originating in the UK*, 1988-2010
                                                            • Figure 10: Origin of food consumed in the UK*, 2010
                                                          • The UK continues to oversupply in milk, relies heavily on imports in fresh fruit
                                                            • Figure 11: Share of UK production in total new supply* of selected food products, 2010 (provisional)
                                                          • Demographics changes
                                                            • Over-55s have above-average interest in provenance
                                                              • Figure 12: Trends in the age structure of the UK population, 2006-11 and 2011-16
                                                            • One-person households pose a challenge
                                                              • Figure 13: Change in UK households, by size, 2006-11 and 2011-16
                                                            • Growth in ABs will aid premiumisation
                                                              • Local food
                                                                • Figure 14: Estimated UK retail sales and forecast of locally sourced foods, by value, 2006-16
                                                                • Figure 15: Estimated UK retail sales and forecast of locally sourced foods, by value, 2006-16
                                                              • Forecast methodology
                                                              • Food Origin Labelling

                                                                • Key points
                                                                  • Labelling generates limited interest from consumers
                                                                    • Regulatory changes for origin labelling
                                                                      • Protected food names
                                                                          • Figure 16: UK-registered products with Protected Designation of Origin or Protected Geographical Indication or Traditional Speciality Guaranteed Status, February 2012
                                                                          • Figure 17: Product names registered as PDO, PGI or TSG with the European Commission, 2007-11
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Local and traceable credentials are leveraged for standout
                                                                            • Highlighting local credentials
                                                                              • Technological advancements should aid traceability and sustainability
                                                                                • British-sourced products remain flat in all NPD in 2011
                                                                                  • Definition
                                                                                    • Figure 18: Share of British* products in all new food and non-alcoholic drink product launches, 2008-11
                                                                                    • Figure 19: Share of English, Welsh and Scottish* products in all new food product launches, 2008-11
                                                                                  • Fish, meat and eggs dominate British launches
                                                                                    • Figure 20: Share of British* products in all new food product launches, by category, 2008-11
                                                                                  • Own-label dominates British products
                                                                                    • Figure 21: Share of leading brands/own-labels in new launches labelled as British*, 2011
                                                                                  • Regionality provides inspiration for NPD
                                                                                    • Packaging harnesses Britishness for key events in 2012
                                                                                    • Companies and Products

                                                                                      • Red Tractor Scheme
                                                                                        • The RSPCA Freedom Food Scheme
                                                                                          • LEAF (Linking Environment and Farming)
                                                                                            • The Soil Association
                                                                                              • Trade bodies
                                                                                                • Local Enterprise Partnerships
                                                                                                  • Regional bodies in Wales and Scotland
                                                                                                    • Agriculture and Horticulture Development Board
                                                                                                      • FARMA
                                                                                                        • SALSA
                                                                                                          • Selected other organisations promoting British or local food
                                                                                                            • Brand and supplier initiatives
                                                                                                              • Retailers
                                                                                                                • Farmers’ markets appeal to the young and the wealthy
                                                                                                                  • Figure 22: Types of shops visited for food, drink and household products, by age and socio-economic group, 2011
                                                                                                                • Asda
                                                                                                                  • Co-operative Group
                                                                                                                    • Marks & Spencer
                                                                                                                      • Morrisons
                                                                                                                        • Sainsbury's
                                                                                                                          • Figure 23: Share of British produce in selected categories of Sainsbury’s own-label offering, 2011
                                                                                                                        • Tesco
                                                                                                                          • Waitrose
                                                                                                                            • Growing activity in the online channel
                                                                                                                            • Consumer – Which Food Issues Matter?

                                                                                                                              • Key points
                                                                                                                                • Animal welfare is the most popular food issue
                                                                                                                                    • Figure 24: Food-related issues seen as important, January 2012
                                                                                                                                  • Around a third see origin as important, especially the over-65s
                                                                                                                                    • Figure 25: Food-related issues seen as important, British and UK local/regional origin, by age, January 2012
                                                                                                                                  • Ethical concerns felt by the minority
                                                                                                                                    • Sustainability and traceability of minimal interest
                                                                                                                                    • Consumer – Attitudes Towards Local Origin

                                                                                                                                      • Key points
                                                                                                                                        • Strong support for more local produce
                                                                                                                                            • Figure 26: Agreement with statements on locally produced food and drink, January 2012
                                                                                                                                          • Consumers who seek out local produce are more discerning…
                                                                                                                                            • …although communication is still an issue
                                                                                                                                              • Barometer of quality for higher earners
                                                                                                                                                • Environmental concerns affect a fifth – local economy more than half
                                                                                                                                                • Consumer – Attitudes Towards Detailed Origin

                                                                                                                                                  • Key points
                                                                                                                                                    • Detailed origin is seen to mark distinctive taste by the majority of consumers
                                                                                                                                                        • Figure 27: Qualities associated with food and non-alcoholic drink products with detailed origin information, January 2012
                                                                                                                                                      • Price premium is a barrier for a sizeable minority of adults
                                                                                                                                                          • Figure 28: Index of ‘worth paying more for’ being associated with food and non-alcoholic drink products with detailed origin information, by age, socio-economic group and annual household income (average = 100), January 2012
                                                                                                                                                        • The 25-34s are a key audience for products of detailed origin
                                                                                                                                                          • Figure 29: Qualities associated with food products with detailed origin information, by age, January 2012
                                                                                                                                                      • Consumer – Attitudes Towards British Produce

                                                                                                                                                        • Key points
                                                                                                                                                          • The economic benefits are tangible for consumers
                                                                                                                                                              • Figure 30: Agreement with statements on British food and drink products, January 2012
                                                                                                                                                              • Figure 31: Agreement with statements on British food and drink products, January 2012
                                                                                                                                                            • Improving labelling would encourage consumers to buy more
                                                                                                                                                              • Half see British produce as a barometer of quality
                                                                                                                                                                • A quarter doubt British is any better
                                                                                                                                                                    • Figure 32: Index of agreement with the statement ‘British food is no better than the same items from other countries’, by gender, age and annual household income (average = 100), January 2012
                                                                                                                                                                  • Emphasising regionality or British ingredients would appeal to sizeable minority
                                                                                                                                                                      • Figure 33: Index of agreement with the statement ‘I would be willing to pay more for regional produce’, by age, socio-economic group and annual household income (average = 100), January 2012
                                                                                                                                                                  • Consumer – Targeting Opportunities

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Three target groups
                                                                                                                                                                        • Figure 34: Target groups based on attitudes towards provenance in food and non-alcoholic drink, January 2012
                                                                                                                                                                      • Pragmatists (35%)
                                                                                                                                                                        • British Enthusiasts (40%)
                                                                                                                                                                          • Disengaged (25%)
                                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                                              • Figure 35: Agreement with selected lifestyle statements, by demographics, 2011*
                                                                                                                                                                              • Figure 36: Agreement with selected lifestyle statements, by demographics, 2011*
                                                                                                                                                                              • Figure 37: Trends in types of shops visited for food, drink and household products, 2008-11
                                                                                                                                                                              • Figure 38: Types of shops regularly visited for food, drink and household products, by demographics, 2011
                                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                                              • Figure 39: Consumer confidence index, January 2007-February 2012
                                                                                                                                                                              • Figure 40: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
                                                                                                                                                                              • Figure 41: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                                                                                                              • Figure 42: Best- and worst-case forecasts for locally sourced foods, 2011-16
                                                                                                                                                                          • Appendix – Who’s Innovating?

                                                                                                                                                                              • Figure 43: Share of British* products in all new food and non-alcoholic drink product launches, by category, 2008-11
                                                                                                                                                                              • Figure 44: Top ten product categories for British* launches, by share of category in all British launches, 2008-11
                                                                                                                                                                              • Figure 45: Top 15 brands for British* launches, by share of category in all British launches, 2008-11
                                                                                                                                                                          • Appendix – Consumer – Which Food Issues Matter?

                                                                                                                                                                              • Figure 46: Food-related issues seen as important, January 2012
                                                                                                                                                                              • Figure 47: Most popular food-related issues seen as important, by demographics, January 2012
                                                                                                                                                                              • Figure 48: Next most popular food-related issues seen as important, by demographics, January 2012
                                                                                                                                                                              • Figure 49: Other food-related issues seen as important, by demographics, January 2012
                                                                                                                                                                          • Appendix – Consumer – Attitudes Towards Local Origin

                                                                                                                                                                              • Figure 50: Agreement with statements on locally produced food and drink, January 2012
                                                                                                                                                                              • Figure 51: Agreement with most popular statements on locally produced food and drink, by demographics, January 2012
                                                                                                                                                                              • Figure 52: Agreement with next most popular statements on locally produced food and drink, by demographics, January 2012
                                                                                                                                                                              • Figure 53: Agreement with statements on locally produced food and drink, by most popular food-related issues seen as important, January 2012
                                                                                                                                                                              • Figure 54: Agreement with statements on locally produced food and drink, by next most popular food-related issues seen as important, January 2012
                                                                                                                                                                          • Appendix – Consumer – Attitudes Towards Detailed Origin

                                                                                                                                                                              • Figure 55: Qualities associated with food products with detailed origin information, January 2012
                                                                                                                                                                              • Figure 56: Most popular qualities associated with food products with detailed origin information, by demographics, January 2012
                                                                                                                                                                              • Figure 57: Next most popular qualities associated with food products with detailed origin information, by demographics, January 2012
                                                                                                                                                                              • Figure 58: Other qualities associated with food products with detailed origin information, by demographics, January 2012
                                                                                                                                                                          • Appendix – Consumer – Attitudes Towards British Produce

                                                                                                                                                                              • Figure 59: Agreement with statements on British food and drink products, January 2012
                                                                                                                                                                              • Figure 60: Agreement with the statements ‘Buying locally sourced produce supports local jobs’ and ‘Buying British supports the national economy’, by demographics, January 2012
                                                                                                                                                                              • Figure 61: Agreement with the statements ‘It is important to buy British food and drink to support the national economy’ and ‘I would buy British produce more often if it were easily recognisable in-store’, by demographics, January 2012
                                                                                                                                                                              • Figure 62: Agreement with the statements ‘I prefer to buy British because it's fresher than imported’ and ‘British food and drink is produced to better standards’, by demographics, January 2012
                                                                                                                                                                              • Figure 63: Agreement with the statements ‘I would be willing to pay more for regional produce’ and ‘I tend to look for logos’, by demographics, January 2012
                                                                                                                                                                              • Figure 64: Agreement with the statements ‘I tend to look for products made using British ingredients’ and ‘I would be willing to pay more for British produce’, by demographics, January 2012
                                                                                                                                                                              • Figure 65: Agreement with the statements ‘British food is no better than the same items from other countries’ and ‘It is cheaper to buy food and drink sourced in Britain’, by demographics, January 2012
                                                                                                                                                                          • Appendix – Consumer – Targeting Opportunities

                                                                                                                                                                              • Figure 66: Food-related issues seen as important, by target group, January 2012
                                                                                                                                                                              • Figure 67: Agreement with statements on locally produced food and drink, by target group, January 2012
                                                                                                                                                                              • Figure 68: Qualities associated with food products with detailed origin information, by target group, January 2012
                                                                                                                                                                              • Figure 69: Agreement with statements on British food and drink products, by target group, January 2012
                                                                                                                                                                              • Figure 70: Target groups, by demographics, January 2012

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • Agriculture and Horticulture Development Board
                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                          • Assured Food Standards
                                                                                                                                                                          • British Bakeries Ltd
                                                                                                                                                                          • British Cheese Board
                                                                                                                                                                          • British Hospitality Association
                                                                                                                                                                          • British Pig Executive (BPEX)
                                                                                                                                                                          • British Retail Consortium
                                                                                                                                                                          • Burts Potato Chips Ltd
                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                          • Dairy UK
                                                                                                                                                                          • English Beef and Lamb Executive
                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                          • Flickr
                                                                                                                                                                          • Florette UK
                                                                                                                                                                          • Food and Drink Federation
                                                                                                                                                                          • Green & Black's Ltd
                                                                                                                                                                          • Heston Blumenthal
                                                                                                                                                                          • Highland Spring
                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                          • John Lewis Partnership
                                                                                                                                                                          • Kantar Media
                                                                                                                                                                          • KFC Ltd (UK)
                                                                                                                                                                          • LEAF
                                                                                                                                                                          • Leaf UK
                                                                                                                                                                          • Marine Stewardship Council
                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                          • National Farmers Union
                                                                                                                                                                          • Rachel's Organic Dairy
                                                                                                                                                                          • Royal Society for the Prevention of Cruelty to Animals (RSPCA)
                                                                                                                                                                          • RSPCA
                                                                                                                                                                          • Sodexo
                                                                                                                                                                          • Soil Association
                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                          • The People's Supermarket
                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                          • Ulster Farmers Union
                                                                                                                                                                          • W Jordans (Cereals) Ltd
                                                                                                                                                                          • Waitrose Ltd
                                                                                                                                                                          • Wm Morrison Supermarkets
                                                                                                                                                                          • World Wildlife Fund
                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                          Provenance in Food and Drink - UK - April 2012

                                                                                                                                                                          £1,750.00 (Excl.Tax)