Younger shoppers are driving an increase in the number of those seeking out British food, according to new figures.

Shoppers are almost one and half times more likely to "buy British" than they were six years ago, according to research from IGD ShopperVista, with younger buyers and families driving the growth.



The study found 78% of shoppers would now buy British food if it was available compared with 55% in 2007. The greatest increase has been among 18 to 24-year-olds, with 69% likely to buy British now compared with 36% six years ago.

More than three-quarters of shoppers with children (77%) said they would buy British produce while nearly eight in ten shoppers (78%) said British farmers deserve the "full support" of the public.
The poll coincides with the agricultural industry's annual Open Farm Sunday open day on June 9.

IGD chief executive Joanne Denney-Finch said: "Price is always a top factor for shoppers when walking round their local store or shopping online and deciding what to buy. They also want high-quality food, but the challenging economic situation over the last few years has forced them to scrutinise every penny they spend.

"The good news for British producers is that interest in food sourced in this country has never been higher - eight out of ten shoppers want to buy it. This is an excellent opportunity for local food producers, who clearly have the public's support. It is also a chance for food companies to emphasise the quality of their products."

Caroline Drummond, chief executive of Leaf (Linking Environment and Farming), which is organising Open Farm Sunday, said: "It is great to see that the British public's support for farmers has never been higher.

"British farmers have responded substantially to changing consumer requirements over the last ten years delivering quality food, enhancing the environment and building trust and confidence."


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