“Best of British” messaging grows in popularity as Co-op and Waitrose become latest retailers to launch dedicated website sections, says GlobalData

In a bid to cater to a growing consumer preference for locally sourced products, especially in poultry and meats, the Co-op has launched a new “Best of British” range on its website, offering same-day delivery for 100% British meat, poultry, fruit and veg, and dairy produce, observes GlobalData, a leading data and analytics company.

Retailers harness continuing popularity of online shopping

Post-pandemic, the popularity of online grocery shopping remains undiminished and continues to grow. According to GlobalData’s 2023 Q4 survey, over one-quarter of UK consumers claim they will continue to buy groceries online over the next three months, 17% report they will purchase groceries online more frequently and 11% say they will start to do this.

Four years after the COVID-19 pandemic started, we are witnessing a major shift in consumer behavior as over half (56%) of UK consumers say they will buy groceries online over the next three months.

Roshni Patel, Managing Consultant and Food Analyst at GlobalData, comments: “Online grocery shopping is now ubiquitous, with only 5% of consumers reporting stopping this activity over the next three months. Therefore, using online as the lead communication vehicle to promote “Best of British” will appeal to the Co-op’s existing online customer base and attract those shoppers who value sustainability. One of the key benefits of the campaign is the support supermarkets are offering local farmers by promoting locally sourced food and beverages, which will attract new consumers who prioritize the environment, reducing carbon emissions and animal welfare in their purchasing decisions.”

Cost-of-Living crisis drives appeal of locally produced food

Waitrose also launched a similar section on its website, to promote its 100% British meat, eggs, and milk range, with a commitment to expand the range if the launch is successful. The launch is timely as more consumers are recognising that buying locally sourced produce can help them save money.

According to GlobalData’s Q3 2023 Consumer Survey more than half (52%) of UK consumers strongly/somewhat agree with the statement, “I prefer buying local products because they are cheaper than imported ones.”

Also, almost 1 in 3 UK consumers reported that they are currently spending more on grocery shopping due to increased prices than compared to 3 months ago, and 27% said they are cutting back on grocery shopping due to the cost-of-living crisis, according to GlobalData’s Consumer Survey, Q4 2023.

Patel continues: “Price will continue to play a pivotal role in purchase decisions until the economic outlook improves. Other factors such as product quality and personal preferences based on a consumer’s personal values, are also important influences on purchasing behavior, especially for staple food categories like meat and dairy. Local produce has the advantage of a shorter, more efficient, and cheaper supply chain, and retailers can therefore pass any benefits of reduced costs onto their customers.”

UK government supports “Best of British” ethos with fairer labeling push

In a timely intervention, the UK government announced plans for an eight-week consultation in the Spring to make food labeling clearer and fairer, to “ensure British farmers’ products get the recognition they deserve” and help “consumers make decisions that align with their values”, according to comments featured on the gov.uk website.

The consultation will look at how to ensure greater transparency around country-of-origin and the methods of production, including how and where this information is displayed and what products should be included in the final recommendations.

Patel adds: “Many UK consumers, who prefer locally sourced meat over imported, already associate British meat and poultry with higher quality production values, which they also believe contributes to a better tasting product than imported meat. Some consumers also believe that UK farmers have to adhere to stricter animal welfare standards than those observed in other countries. For this reason, UK supermarkets and convenience retailers adding a “Best of British” section on their websites is a win-win for both their customers and local suppliers.

“Customers can use the information to easily find and buy locally sourced products, and local suppliers can benefit from increased visibility and sales. The increasing focus of consumers, retailers and the government on locally produced products should raise the interest of those retailers who have not yet launched a range of locally sourced produce, as they could risk missing an opportunity.”

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