A recent survey conducted with 2,000 adults highlights a growing demand among shoppers for clearer labelling on British goods in stores. The study reveals that a staggering eight out of ten consumers believe that retailers should make it easier for them to identify products originating from the UK. Preferences are leaning towards purchasing goods grown, made, or harvested locally, with staple items like eggs, milk, potatoes, and fish being particularly sought after in their British variants.
Interestingly, the research also sheds light on the challenges faced by consumers in differentiating British products from others in supermarkets. Nearly half of the respondents admitted to regularly checking labels in an attempt to support local producers. The desire to back British fishermen and food producers seems to stem from a variety of factors including competitive pricing, a sense of loyalty to UK businesses, and trust in the safety standards upheld within the country’s food industry.
Discover Seafood, an initiative spearheaded by The Fishmongers’ Company, is advocating for greater visibility and availability of local goods in supermarkets. They are calling on UK retailers to increase their offerings of British-caught species in response to the growing consumer appetite for homegrown produce. Gavin O’Donnell from Discover Seafood voiced concerns over the prevalence of imported seafood dominating the market, urging supermarket chains to support British fishermen by stocking more locally sourced fish.
O’Donnell raised valid points regarding the imbalance in representation for British fish species on supermarket shelves, highlighting the underappreciation of varieties such as hake, megrim sole, and gurnard. Despite their nutritional value and affordability, these species often struggle to compete with more well-known and imported options like Cod and Haddock. The lack of support for local producers has been stark, prompting calls for a more level playing field that benefits both consumers and the British fishing industry.
The findings of the survey underscore a clear opportunity for both consumers and retailers to explore the untapped potential of the UK seafood industry. O’Donnell emphasized the need for supermarkets to play a proactive role in educating consumers about locally available seafood options, thereby driving awareness and appreciation for high-quality British produce. Surprisingly, the study revealed that while consumer awareness of local fish species remains limited, a significant majority expressed willingness to purchase more seafood if it were distinctly labelled as British.
In conclusion, the push for clearer labelling on British goods reflects a wider trend towards supporting local industries and fostering a stronger sense of food provenance among shoppers. As consumers continue to advocate for greater transparency and availability of homegrown products, there is a clear opportunity for retailers to meet this demand by diversifying their offerings and championing the rich array of British produce available. By bridging the gap between consumers and local producers, supermarkets can not only boost their sales but also contribute to the sustainability and growth of the British agricultural and fishing sectors.