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Provenance in Food and Drink - UK - March 2013

“The horse meat scandal, which broke in January 2013, has put the spotlight on the sourcing of food, with concerns raised over the way in which meat from overseas has entered the UK food chain.
While the food industry is likely to feel the effects for some time, consumers are taking a greater interest in the provenance of their food. This is reflected in Mintel’s consumer findings for this report, which illustrate that consumers are more likely to look for products of British, local and regional origin in the wake of the scandal, with the issue appearing to have re-affirmed consumers’ faith in the quality of British-produced food.”
– Amy Price, Senior Food & Drink Analyst

Some questions answered in this report include:

  • Can food of British, regional and local origin benefit from the horse meat scandal?
  • What steps can the industry take to tap into consumer demand to identify food origin?
  • Can the industry convert the emotional support for British farmers/growers into healthier margins?
  • How can the industry tap into consumers’ willingness to buy misshapen British fruit and veg?
  • How can the alcoholic drinks market further leverage interest in provenance?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • UK imports around half of its food
              • Figure 1: Share of food consumed in the UK originating in the UK*, 1988-2011
            • The market
              • Figure 2: Estimated UK retail sales and forecast of locally sourced foods, by value, 2007-17
            • Market factors
              • British food is seen to be of better quality than imported
                • The horse meat scandal could fuel greater interest in provenance
                  • Growth in core users should provide support for the market
                    • Companies and innovation
                      • Organisations seek to inform and reassure consumers over the provenance issue
                        • Supermarkets look to standout by emphasising local and British sourcing
                          • British-sourced NPD fails to receive a boost from the national events of 2012
                            • Figure 3: Share of British* products in all new food and non-alcoholic drink product launches, 2009-12
                          • The consumer
                            • British food is still seen in a positive light
                              • Figure 4: Words associated with foods of local, regional, British and detailed foreign origin, December 2012
                            • British origin becomes more important in the wake of the scandal
                              • Figure 5: Factors influencing choice when buying food and (non-alcoholic) drink, December 2012 and March 2013
                            • Consumers are adopting a more relaxed and pro-British approach to food
                              • Figure 6: Agreement with statements on British food and drink, December 2012
                            • Sizeable minority like to try drinks from different countries
                              • Figure 7: Agreement with statements on the provenance of wine, beer and spirits, December 2012
                            • What we think
                            • Issues in the Market

                                • Can food of British, regional and local origin benefit from the horse meat scandal?
                                  • What steps can the industry take to tap into consumer demand to identify food origin?
                                    • Can the industry convert the emotional support for British farmers/growers into healthier margins?
                                      • How can the industry tap into consumers’ willingness to buy misshapen British fruit and veg?
                                        • How can the alcoholic drinks market further leverage interest in provenance?
                                        • Trend Application

                                            • Accentuate the Negative
                                              • Prove It
                                                • Generation Next
                                                • Market Drivers

                                                  • Key points
                                                    • Horse meat scandal puts the spotlight on provenance
                                                      • Sizeable minority strive to buy goods produced in their own country
                                                        • Figure 8: Agreement with selected statements on food origin, 2008-12
                                                      • Catering to an adventurous consumer
                                                        • Figure 9: Agreement with the statement ‘I enjoy eating foreign food’, 2008-12
                                                      • UK continues to import almost half of its food
                                                        • Figure 10: Share of food consumed in the UK originating in the UK*, 1988-2011
                                                        • Figure 11: Origin of food consumed in the UK*, 2011
                                                      • Adverse weather conditions lead to relaxation of ‘ugly’ fruit and veg
                                                        • Demographic changes impact on the food market
                                                          • Emotive messages should appeal to growing older consumer base
                                                            • Figure 12: Trends in the age structure of the UK population, 2007-12 and 2012-17
                                                          • Rise in ABs bodes well for adding value to local movement
                                                            • Local food continues to experience sales growth
                                                              • Figure 13: Estimated UK retail sales and forecast of locally sourced foods, by value, 2007-17
                                                              • Figure 14: Estimated UK retail sales and forecast of locally sourced foods, by value, 2007-17
                                                            • Forecast methodology
                                                            • Food Origin Labelling Regulation

                                                              • Key points
                                                                • Interest in labelling is likely to rise in the wake of the horse meat scandal
                                                                  • Regulatory changes for origin labelling
                                                                    • Protected food names
                                                                        • Figure 15: UK-registered products with Protected Designation of Origin or Protected Geographical Indication or Traditional Speciality Guaranteed Status, January 2013
                                                                        • Figure 16: Number of Product names registered as PDO, PGI, and TSG with the European Commission, by country, 2009-12
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • British-sourced NPD fails to receive a boost from the national events of 2012
                                                                              • Definition
                                                                                • Figure 17: Share of British* products in all new food and non-alcoholic drink product launches, 2009-12
                                                                                • Figure 18: Share of British* products in total new food and non-alcoholic drink product launches, by top categories, 2012
                                                                              • Promoting the ‘Made in UK’ label
                                                                                • A host of brands look to leverage the ‘made with’ British ingredients claim
                                                                                  • NPD also looks to products of detailed origin as an ingredient
                                                                                    • Technology aids traceability
                                                                                    • Companies and Products

                                                                                        • Certification and accreditation
                                                                                          • Red Tractor
                                                                                            • RSPA Freedom Food
                                                                                              • LEAF (Linking Environment and Farming)
                                                                                                • The Soil Association
                                                                                                  • Trade bodies
                                                                                                    • Regional bodies in Wales and Scotland
                                                                                                      • Agricultural and Horticulture Development Board
                                                                                                        • FARMA
                                                                                                          • SALSA
                                                                                                            • Promoting British or local food
                                                                                                              • Love British Food/British Food Fortnight
                                                                                                                • Farmers’ markets remain niche
                                                                                                                  • Figure 19: Main shop and top-up shopping, by retailer, January 2012
                                                                                                                  • Figure 20: Index of top-up shopping, by retailer, by age, socio-economic group and annual household income (average = 100), January 2012
                                                                                                                • Online channel creates opportunities for small businesses
                                                                                                                  • Brands
                                                                                                                    • Retailers
                                                                                                                      • Asda
                                                                                                                        • The Co-operative Group
                                                                                                                          • Marks & Spencer
                                                                                                                            • Morrisons
                                                                                                                              • Sainsbury’s
                                                                                                                                • Tesco
                                                                                                                                  • Waitrose
                                                                                                                                  • Consumer – Which Issues Matter?

                                                                                                                                    • Key points
                                                                                                                                      • British, local and regional origin become more important in the wake of the scandal
                                                                                                                                          • Figure 21: Factors influencing choice when buying food and (non-alcoholic) drink, December 2012 and March 2013
                                                                                                                                          • Figure 22: Index of food-related issues seen as important, British origin, by age, region and socio-economic status (average = 100), December 2012
                                                                                                                                          • Figure 23: Food-related issues seen as important, British origin, by how respondents would describe their financial situation, December 2012
                                                                                                                                        • Emphasising British sourcing could help to build trust
                                                                                                                                          • Local origin gains prominence
                                                                                                                                            • Traceability sees a marked rise in interest but remains a niche issue
                                                                                                                                            • Consumer – Attitudes Towards Food Origin

                                                                                                                                              • Key points
                                                                                                                                                • Foods of British origin solicit strong perceptions on animal welfare, regulation and safety
                                                                                                                                                    • Figure 24: Words associated with foods of local, regional, British and detailed foreign origin, December 2012
                                                                                                                                                  • Methodology
                                                                                                                                                    • Generating trust among consumers
                                                                                                                                                      • Local origin is seen in a positive light
                                                                                                                                                          • Figure 25: Words associated with foods of local origin, % point change in perceptions, December 2012 and March 2013
                                                                                                                                                        • Detailed foreign origin foods are seen to be overpriced, but also authentic and distinctive
                                                                                                                                                        • Consumer – Recollection of Logos

                                                                                                                                                          • Key points
                                                                                                                                                            • Provenance labels generate relatively low levels of recognition
                                                                                                                                                                • Figure 26: Recollection of logos, December 2012
                                                                                                                                                              • Recognition is linked to emotional engagement with the provenance issue
                                                                                                                                                                  • Figure 27: Agreement with statements on British food and drink, by recollection of provenance logos, December 2012
                                                                                                                                                                • The affluent show greater awareness levels
                                                                                                                                                                  • Figure 28: Recollection of provenance logos, by annual household income, December 2012
                                                                                                                                                              • Consumer – Attitudes Towards British Food and Drink

                                                                                                                                                                • Key points
                                                                                                                                                                  • Consumers are adopting a more relaxed and pro-British approach to food
                                                                                                                                                                      • Figure 29: Agreement with statements on British food and drink, December 2012
                                                                                                                                                                    • Clearer indicators of a product’s British origin would help consumers
                                                                                                                                                                        • Figure 30: Agreement with the statement ‘It’s hard to know when food is really British’, December 2012 and March 2013
                                                                                                                                                                      • Majority are willing to pay more to support farmers/growers
                                                                                                                                                                          • Figure 31: Index of agreement with the statement ‘I would be willing to pay more for British food and drink (eg milk) if the extra money went to farmers’, by gender, age, socio-economic group and annual household income (average =100), December 2012
                                                                                                                                                                          • Figure 32: Agreement with the statement ‘I would be willing to pay more for food/drink with a ‘made in Britain’ label’, December 2012 and March 2013
                                                                                                                                                                        • A sizeable minority see British as better quality…
                                                                                                                                                                            • Figure 33: Agreement with the statement ‘British food is of better quality than imported’, December 2012 and March 2013
                                                                                                                                                                          • …but price remains an issue
                                                                                                                                                                              • Figure 34: How respondents would describe their financial situation, by presence of children, February 2013
                                                                                                                                                                          • Consumer – Attitudes Towards Provenance, by Alcoholic Drinks

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Consumer attitudes towards the provenance of alcoholic drinks
                                                                                                                                                                                  • Figure 35: Agreement with statements on the provenance of wine, beer and spirits, December 2012
                                                                                                                                                                                • Sizeable minority like to try drinks from different countries
                                                                                                                                                                                  • …especially the 45-54s
                                                                                                                                                                                    • Figure 36: Agreement with statement ‘I like to try drinks from different countries’, by wine, beer and spirit drinkers, December 2012
                                                                                                                                                                                  • Country of origin is most relevant to wine drinkers
                                                                                                                                                                                      • Figure 37: Varieties of still and sparkling wine drunk most often, selected countries, 2008-12
                                                                                                                                                                                    • Beer drinkers would like to see a wider range of drinks produced in their own country
                                                                                                                                                                                        • Figure 38: Agreement with statements on the provenance of beer, by age, December 2012
                                                                                                                                                                                      • Londoners prefer beers from the country they traditionally come from
                                                                                                                                                                                        • Figure 39: Agreement with the statement ‘I prefer drinks from the country they traditionally come from’, by region, December 2012
                                                                                                                                                                                      • Spirits drinkers look to specific regions
                                                                                                                                                                                        • Figure 40: Agreement with the statement ‘I prefer drinks made by producers from a specific region’, by drinkers of wine, beer and spirits, December 2012
                                                                                                                                                                                        • Figure 41: Agreement with the statement ‘I prefer drinks made by producers from a specific region’, by spirit drinkers, by gender and socio-economic group, December 2012
                                                                                                                                                                                    • Appendix – Market Drivers

                                                                                                                                                                                        • Figure 42: Share of UK production in total new supply* of selected food products, 2011 (provisional)
                                                                                                                                                                                        • Figure 43: Agreement with selected life style statements, 2008-12
                                                                                                                                                                                        • Figure 44: Agreement with selected life style statements, by demographics, 2012
                                                                                                                                                                                        • Figure 45: Forecast adult population trends, by socio-economic group, 2007-17
                                                                                                                                                                                        • Figure 46: Best- and worst-case forecasts for locally sourced foods, by value, 2012-17
                                                                                                                                                                                    • Appendix – Who’s Innovating?

                                                                                                                                                                                        • Figure 47: Share of ‘British’ products in all new product launches, by product category, January 2009-December 2012
                                                                                                                                                                                        • Figure 48: Share of ‘British’ products in all new product launches, own-label vs branded, 2009-12
                                                                                                                                                                                        • Figure 49: ‘British’ products, by top 10 product category, 2009-12
                                                                                                                                                                                        • Figure 50: ‘British’ products, by top 15 brands, 2009-12
                                                                                                                                                                                    • Appendix – Consumer – Which Issues Matter?

                                                                                                                                                                                        • Figure 51: Factors influencing choice when buying food and (non-alcoholic) drink, December 2012
                                                                                                                                                                                        • Figure 52: Most popular factors influencing choice when buying food and (non-alcoholic) drink, by demographics, December 2012
                                                                                                                                                                                        • Figure 53: Next most popular factors influencing choice when buying food and (non-alcoholic) drink, by demographics, December 2012
                                                                                                                                                                                        • Figure 54: Other factors influencing choice when buying food and (non-alcoholic) drink, by demographics, December 2012
                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards Food Origin

                                                                                                                                                                                        • Figure 55: Words associated with foods of local, regional, British and detailed foreign origin, December 2012
                                                                                                                                                                                        • Figure 56: Most popular words associated with foods of local origin, by demographics, December 2012
                                                                                                                                                                                        • Figure 57: Next most popular words associated with foods of local origin, by demographics, December 2012
                                                                                                                                                                                        • Figure 58: Other words associated with foods of local origin, by demographics, December 2012
                                                                                                                                                                                        • Figure 59: Most popular words associated with foods of regional origin, by demographics, December 2012
                                                                                                                                                                                        • Figure 60: Next most popular words associated with foods of regional origin, by demographics, December 2012
                                                                                                                                                                                        • Figure 61: Other words associated with foods of regional origin, by demographics, December 2012
                                                                                                                                                                                        • Figure 62: Most popular words associated with foods of British origin, by demographics, December 2012
                                                                                                                                                                                        • Figure 63: Next most popular words associated with foods of British origin, by demographics, December 2012
                                                                                                                                                                                        • Figure 64: Other words associated with foods of British origin, by demographics, December 2012
                                                                                                                                                                                        • Figure 65: Most popular words associated with foods of detailed foreign origin, by demographics, December 2012
                                                                                                                                                                                        • Figure 66: Next most popular words associated with foods of detailed foreign origin, by demographics, December 2012
                                                                                                                                                                                        • Figure 67: Other words associated with foods of detailed foreign origin, by demographics, December 2012
                                                                                                                                                                                    • Appendix – Consumer – Recollection of Logos

                                                                                                                                                                                        • Figure 68: Recollection of logos, December 2012
                                                                                                                                                                                        • Figure 69: Recollection of Fairtrade logo, by demographics, December 2012
                                                                                                                                                                                        • Figure 70: Recollection of Rainforest Alliance Certified logo, by demographics, December 2012
                                                                                                                                                                                        • Figure 71: Recollection of Red Tractor logo, by demographics, December 2012
                                                                                                                                                                                        • Figure 72: Recollection of Freedom Food logo, by demographics, December 2012
                                                                                                                                                                                        • Figure 73: Recollection of Certified Farmers’ Market logo, by demographics, December 2012
                                                                                                                                                                                        • Figure 74: Recollection of Protected Geographical Indication logo, by demographics, December 2012
                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards British Food and Drink

                                                                                                                                                                                        • Figure 75: Agreement with statements on British food and drink, December 2012
                                                                                                                                                                                        • Figure 76: Agreement with statements: ‘I would be willing to buy misshapen fruit and vegetable that is grown in Britain’ and ‘It is the duty of the retailers to support British farmers/growers’, by demographics, December 2012
                                                                                                                                                                                        • Figure 77: Agreement with statements: ‘It’s hard to know when food is really British’ and ‘Buying British food and drink is more environmentally friendly’, by demographics, December 2012
                                                                                                                                                                                        • Figure 78: Agreement with statements: ‘British food is usually fresher than imported’ and ‘I would buy more British produce if the benefits were clearer on-pack’, by demographics, December 2012
                                                                                                                                                                                        • Figure 79: Agreement with statements: ‘I would be willing to pay more for British food and drink if the extra money went to farmers’ and ‘Price matters more than whether a product is British’, by demographics, December 2012
                                                                                                                                                                                        • Figure 80: Agreement with statements: ‘British food is of better quality than imported’ and ‘I do not feel any loyalty to buying British food and drink’, by demographics, December 2012
                                                                                                                                                                                        • Figure 81: Agreement with statements: ‘I feel guilty about not buying British food and drink when available’ and ‘I would be willing to pay more for food/drink with a ‘made in Britain’ label’, by demographics, December 2012
                                                                                                                                                                                    • Appendix – Attitudes Towards Provenance, by Alcoholic Drinks

                                                                                                                                                                                        • Figure 82: Types of alcohol drunk in the last six months, December 2012
                                                                                                                                                                                        • Figure 83: Types of alcohol drunk in the last six months, by demographics, December 2012
                                                                                                                                                                                        • Figure 84: Agreement with statements on the provenance of wine, by demographics, December 2012
                                                                                                                                                                                        • Figure 85: Agreement with statements on the provenance of beer, by demographics, December 2012
                                                                                                                                                                                        • Figure 86: Agreement with statements on the provenance of spirits, by demographics, December 2012
                                                                                                                                                                                    • Appendix – Consumer – March Data

                                                                                                                                                                                        • Consumer – Which Issues Matter?
                                                                                                                                                                                          • Figure 87: Factors influencing choice when buying food and (non-alcoholic) drink, March 2013
                                                                                                                                                                                          • Figure 88: Factors influencing choice when buying food and (non-alcoholic) drink, by demographics, March 2013
                                                                                                                                                                                          • Figure 89: Factors influencing choice when buying food and (non-alcoholic) drink, by demographics, March 2013
                                                                                                                                                                                          • Figure 90: Factors influencing choice when buying food and (non-alcoholic) drink, by demographics, March 2013
                                                                                                                                                                                        • Consumer – Attitudes Towards Food Origin
                                                                                                                                                                                          • Figure 91: Words associated with foods of local, regional, British and detailed foreign origin, March 2013
                                                                                                                                                                                          • Figure 92: Most popular words associated with foods of local origin, by demographics, March 2013
                                                                                                                                                                                          • Figure 93: Next most popular words associated with foods of local origin, by demographics, March 2013
                                                                                                                                                                                          • Figure 94: Other words associated with foods of local origin, by demographics, March 2013
                                                                                                                                                                                          • Figure 95: Most popular words associated with foods of regional origin, by demographics, March 2013
                                                                                                                                                                                          • Figure 96: Next most popular words associated with foods of regional origin, by demographics, March 2013
                                                                                                                                                                                          • Figure 97: Other words associated with foods of regional origin, by demographics, March 2013
                                                                                                                                                                                          • Figure 98: Most popular words associated with foods of British origin, by demographics, March 2013
                                                                                                                                                                                          • Figure 99: Next most popular words associated with foods of British origin, by demographics, March 2013
                                                                                                                                                                                          • Figure 100: Other words associated with foods of British origin, by demographics, March 2013
                                                                                                                                                                                          • Figure 101: Most popular words associated with foods of detailed foreign origin, by demographics, March 2013
                                                                                                                                                                                          • Figure 102: Next most popular words associated with foods of detailed foreign origin, by demographics, March 2013
                                                                                                                                                                                          • Figure 103: Other words associated with foods of detailed foreign origin, by demographics, March 2013
                                                                                                                                                                                        • Consumer – Attitudes Towards British Food And Drink
                                                                                                                                                                                          • Figure 104: Agreement with statements on British food and drink, March 2013
                                                                                                                                                                                          • Figure 105: Agreement with statements: ‘It is the duty of the retailers to support British farmers/growers and ‘It’s hard to know when food is really British’, by demographics, March 2013
                                                                                                                                                                                          • Figure 106: Agreement with statements: ‘British food is of better quality than imported’ and ‘I would be willing to pay more for food/drink with a ‘made in Britain’ label’, by demographics, March 2013

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      • Abel & Cole
                                                                                                                                                                                      • Agriculture and Horticulture Development Board
                                                                                                                                                                                      • Asda Group Ltd
                                                                                                                                                                                      • Assured Food Standards
                                                                                                                                                                                      • British Hospitality Association
                                                                                                                                                                                      • British Pig Executive (BPEX)
                                                                                                                                                                                      • British Retail Consortium
                                                                                                                                                                                      • Co-operative Group
                                                                                                                                                                                      • Dovecote Park
                                                                                                                                                                                      • Duchy Originals
                                                                                                                                                                                      • English Beef and Lamb Executive
                                                                                                                                                                                      • Food and Drink Federation
                                                                                                                                                                                      • Green & Black's Ltd
                                                                                                                                                                                      • J. Sainsbury
                                                                                                                                                                                      • John Lewis Partnership
                                                                                                                                                                                      • John West Foods Ltd
                                                                                                                                                                                      • LEAF
                                                                                                                                                                                      • Linking Environment and Farming
                                                                                                                                                                                      • Marine Stewardship Council
                                                                                                                                                                                      • Marks & Spencer
                                                                                                                                                                                      • National Farmers Union
                                                                                                                                                                                      • Ocado
                                                                                                                                                                                      • Premier Foods plc
                                                                                                                                                                                      • RSPCA
                                                                                                                                                                                      • Selfridges Retail Ltd
                                                                                                                                                                                      • Soil Association
                                                                                                                                                                                      • Tesco Plc
                                                                                                                                                                                      • Unilever Bestfoods UK Ltd
                                                                                                                                                                                      • Waitrose Ltd
                                                                                                                                                                                      • Walkers Snack Foods Limited
                                                                                                                                                                                      • Wm Morrison Supermarkets
                                                                                                                                                                                      • World Wildlife Fund
                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                      Provenance in Food and Drink - UK - March 2013

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