Three-quarters of consumers want to see locally sourced foods named on menus, according to a new survey into the popularity of local food conducted by international food and drink experts IGD.
The research, which asked 2,000 consumers for their views, showed that the percentage of consumers claiming to buy local food and drink has increased by 6% since March 2005, with almost two-thirds of shoppers (65%) now buying local and a further 9% saying they would if availability was better.
Whilst vegetables and fruit are still key categories, there is a move towards cross category purchasing with a demand for cooked meat products such as pies and pasties, and other fresh produce including meat, poultry and eggs.
According to the survey, freshness is still top of the reasons for consumers buying local at 64%, followed by support for local producers, 31%, and a concern for the environment, 25%.
The also highlighted changes in purchasing behaviour including a 14% increase in consumers aged 24 to 34 buying local food.
London consumers remain the biggest purchasers of local and regional foods, and they also hold the greatest desire to purchase more.
