Localism – Consumer TrendSights Analysis, 2023
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Localism – Consumer TrendSights Report Overview
Place of origin or localism can thus be used effectively as a point of differentiation.
In a globalized world, consumers favor local and regional products, in the belief that they are superior, safer, and more trustworthy. Purchasing habits tend to favor “place brands” that communicate the region, city, or even village of origin. A focus on provenance reassures consumers about the quality, identity, and integrity of the manufacturer or brand.
TrendSights: Localism
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The “Localism” consumer trendsights research report explores the consumers’ focus on provenance and its impact on various industries. The report also analyses the sustainability & ethics and comfort & uncertainty mega-trend that drive and support the ‘localism’ trend.
Key Trend Drivers | • Refocused Sustainability Efforts Since the Pandemic
• Superior Sustainability Credentials • Perceptions of Being Safer and Healthier • The Pursuit of Superior Quality |
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Localism Trendsights - Importance
The perception of local equating to “better” can stem from the reassurance about the quality, identity, and integrity of the manufacturer or brand, as well as the pride that consumers take in products derived from their own country of origin. The COVID-19 pandemic has in a way prompted consumers to gain a new appreciation for local communities and retailers. Majority of global consumers agree that support for the local community is more important than buying from larger multinational brands, an outlook that was no doubt bolstered by the pandemic. The desire to support local is most pronounced among consumers in Central and South America and Asia and Australasia. Local products are generally favored when purchasing health-oriented products.
Additionally, consumers are most likely to consider paying a premium for products that support local suppliers or local community products illustrating that there is a significant minority of consumers who attach tangible value to products with local credentials and will not only change their brand preferences but also pay more for them.
Localism - Key Trend Drivers
The localism trend is being impacted by a range of drivers such as refocused sustainability efforts since the pandemic, superior sustainability credentials, perceptions of being safer and healthier, and the pursuit of superior quality.
For instance, the COVID-19 pandemic has prompted many consumers to appreciate local communities and stores, many of which galvanized to address community needs at a time of uncertainty and alarm. Likewise, consumers have gained a perception of local produce as not only being fresher but also healthier without the use of artificial chemicals.
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Localism – Innovations by Brands
Brands are delving into a local sourcing narrative to elicit pride in one’s country and encourage consumers to support the local economy. They are also tailoring formulations, packaging, and marketing to local audiences to make their products feel more relevant and personalized.
Mars Wrigley – Maltesers Popcorn, Australia: The confectionery manufacturer enhanced its local manufacturing credentials with the release of Maltesers Popcorn, a recipe developed and manufactured at the company’s Regional Technical Hub in Ballarat. The recipe was purportedly inspired by Australians mixing the confectionery and popcorn as a screen-time snack, and was the result of a significant research and development drive at the Ballarat site, thus firmly establishing it as a regional center of excellence.
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Localism – Future Outlook
Looking beyond comfort and clarifying the benefits are the key factors that could drive future growth of the localism trend. The merits of local are broad, and range from maximizing product freshness, to reducing food miles, to supporting the local economy. Moreover, the perceived benefits of local will undoubtedly vary by consumer, making it important for brands to clarify how local credentials provide a benefit to the consumer. Brands with credible local credentials should explore narratives beyond those relating to tradition, comfort, familiarity, and reassurance. Consumers demonstrate a great deal of pride in their own national identity and culture and appreciate the novelty and excitement that exists within their traditional produce and cuisines.
Scope
1) The merits of local are broad, and range from maximizing product freshness, to reducing food miles, to supporting the local economy.
2) Brands with credible local credentials should explore narratives beyond those relating to tradition, comfort, familiarity and reassurance.
3) Localism can and should be positioned differently depending on purchase motivations.
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Frequently asked questions
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Which the main mega-trend Localism is a part of?
The trend is a part of the sustainability & ethics and comfort & uncertainty mega-trend.
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What are the key Localism trend drivers?
The key trend drivers for Localism are refocused sustainability efforts since the pandemic, superior sustainability credentials, perceptions of being safer and healthier, and the pursuit of superior quality.
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What does the future of Localism trend look like?
Looking beyond comfort and clarifying the benefits are the key factors that could drive future growth in the trend.
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