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Local Living - UK - June 2015

Published By :

Mintel

Published Date : Jun 2015

Category :

Lifestyle

No. of Pages : N/A

Shoppers are increasingly rooting for the home team and recognising the many social and economic benefits of buying local goods and services. Such goods and services, however, are often viewed as being overpriced, which remains a significant barrier to purchase. Local retailers and producers could benefit from partnering up with services that reward customers with discounts and loyalty points and raise general awareness about their presence. This could also include price comparisons to shatter the view that locally-made items don't offer value for money.
Table of Content

Introduction

Definitions
Abbreviations

Executive Summary

Knowledge of produce origins – An important driver of local shopping
Figure 1: Proportions of overall buyers and buyers of locally-produced food and drink products, April 2015
Farmers’ markets nearly as popular as supermarkets amongst local shoppers
Figure 2: Places where people shop for locally-produced items, April 2015
Desire to support local producers and economy is strong
Figure 3: Reasons why people buy locally-produced items, April 2015
Local products not seen as value for money
Figure 4: Motivations for buying more local goods and services and participating in local activities more often, April 2015
What we think

Issues and Insights

Encouraging young people to be more involved locally
The facts
The implications
Overcoming the perception that local products are too expensive
The facts
The implications

Market Drivers

Key points
The Portas Review
Figure 5: Issues related to the economy that affect UK’s small businesses, 2014
Smaller businesses are less agile
Figure 6: Proportion of businesses who introduced new or significantly improved products and services in the past 12 months, 2014
Government boost to the British high street
Declining interest in keeping up with the Joneses
Figure 7: Trends in the extent to which people agree or disagree that people in their community pull together to improve the neighbourhood, England, 2003/2013-14
Figure 8: Screenshot from Streetlife website, May 2015
But satisfaction with local areas is on the rise
Figure 9: Trends in satisfaction with local area, England, 2008-09 to 2013-14

The Consumer – Frequency of Buying Local Products

Key points
Concerns about origins drive local food and drink shopping
Figure 10: Proportions of overall buyers and buyers of locally-produced food and drink products, April 2015
Undying interest in buying local produce
Figure 11: Frequency of buying locally-produced food and drink products, April 2015
Figure 12: Factors influencing choice when buying food and non-alcoholic drink, December 2012 and March 2013
Local buying drops in non-food/drink categories
Figure 13: Proportions of overall buyers and buyers of locally-produced non-food/drink products, April 2015
Health as a driver for local personal care products
Figure 14: Frequency of buying locally-produced non-food/drink products, April 2015

The Consumer – Where Local Products are Bought

Key points
Over a third of local shoppers turn to farmers’ markets in search of local produce
Figure 15: Places where people shop for locally-produced items, April 2015
Veg boxes – Niche, but steadily growing
Figure 16: Screenshot from Riverford website, May 2015
Tapping into the potential of e-commerce
Figure 17: Screenshot from the BigBarn website, May 2015
Figure 18: Screenshot from the Bonativo website, May 2015
Measuring the impact of local shopping
Figure 19: Motivations for buying more local goods and services, by places where people shop for locally-produced food and drink products, April 2015

The Consumer – Involvement in Local Communities

Key points
Establishments at the heart of British communities
Figure 20: Frequency of doing activities in the local community, April 2015
Helping local businesses succeed
Figure 21: Screenshot of Airbnb Neighbourhoods, May 2015
Re-igniting local charitable spirit
Figure 22: Frequency of doing activities in the local community, April 2015 (continued)

The Consumer – Reasons for Buying Local

Key points
Over four in ten want to support their local economy
Figure 23: Reasons why people buy locally-produced items, April 2015
Social benefits of buying local
Convenience and personal health motivate younger shoppers
Figure 24: Reasons why people buy locally-produced items, by age, April 2015
Figure 25: Screenshot from the Buycott website, May 2015
The need to support local non-food/drink producers
Figure 26: Selected reasons why people buy locally-produced items, by proportions of buyers of locally-produced items, April 2015
Figure 27: Screenshot from Letsgive website, May 2015

The Consumer – Motivations for Buying Local

Key points
Prices are the biggest barrier to local shopping
Figure 28: Motivations for buying more local goods and services and participating in local activities more often, April 2015
Figure 29: Screenshot from Loyalzoo website, May 2015
Local shopping drivers vary by age
Lack of free time and information stops greater local involvement
Figure 30: Screenshot from Addmywindow website, May 2015

The Consumer – Attitudes towards Local Products and Services

Key points
Dealing with the perception that local goods and services are expensive
Figure 31: Attitudes towards local products, services and local communities, April 2015
Independent establishments favoured by the over-55s
Figure 32: Selected attitudes towards local products, services and local communities, by age, April 2015
Clear labelling and active promotion could result in more sales of local goods
Big brands supporting local communities
Figure 33: Selected attitudes towards local products, services and local communities, by reasons for buying locally-produced items, April 2015
Figure 34: Screenshot from Supportyourbar website, May 2015

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