Easter opportunity for food and drink firms: IGD

By Mike Stones

- Last updated on GMT

Related tags: Igd chief executive, Food and drink, Food

Easter is a great opportunity to showcase British food and drink, said the IGD
Easter is a great opportunity to showcase British food and drink, said the IGD
The Easter holiday – the second biggest period for food and drink sales after Christmas – will be a great opportunity for British food and drink firms to showcase their products – particularly with more shoppers wanting to buy British, according to the grocery think-tank IGD. 

IGD chief executive Joanne Denney-Finch said: “With the increased interest in provenance, it’s a great opportunity for local producers to highlight the high-quality British products this country has to offer.”​  

Denney-Finch’s comments followed new IGD ShopperVista research showing that more than four in 10 shoppers (41%) are planning to prepare a special meal for their family and friends this Easter. “Shoppers tell us their top priority for food retailers this Easter is to provide a bigger range of local and British products,” ​said an IGD statement.

Half of shoppers who are planning to entertain family and friends would like to see more local and/or British food when they do their Easter grocery shopping, revealed the research. That compared with 37% of all shoppers.

Food comes from Britain

Nearly eight in 10 (78%) of shoppers said it was important whether or not their food comes from Britain, up by 23% in the past six years.

Meanwhile, 29% of those entertaining wanted more Easter recipes compared with 21% of all shoppers.

Also, 39% of shoppers who planned to entertain wanted more food sampling compared with 32% of all shoppers.

Other big national celebrations also offer the opportunity to promote British food and drink, said IGD. It added shoppers wanted more ‘in-store theatre’, such as food sampling and themed recipe ideas, to bring products to life.

Denney-Finch said: “If all parts of the food supply chain work together there is still scope to minimise extra costs, while helping to provide more of what consumers want.”

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