Shoppers aged between 18-24 are now twice as likely (69%) to buy British food than they were in 2007 (36%).
Nearly eight-in-10 shoppers (78%) would buy British food when available, while the same proportion believed the British public should support farmers.
Overall, the results – released ahead of Linking Environment And Farming’s (LEAF’s) Open Farm Sunday on June 9 – show that shoppers are nearly 150% more likely to buy British food than they were six years ago, with younger shoppers and families driving growth.
‘Excellent opportunity for local food’
Joanne Denney-Finch, IGD chief executive, said: “The good news for British producers is that interest in food sourced in this country has never been higher – eight out of 10 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, LEAF (Linking Environment And Farming), the organisers of Open Farm Sunday, said: “It is great to see that the British public’s support for farmers has never been higher. Open Farm Sunday gives visitors the chance to meet the farmers who are growing our food, find out more, and say thank you too.”
Meanwhile, Alun Davies, Wales minister for natural resources and food, is urging people across the principality to get involved in World Environment Day today (5 June) by cutting food waste to help protect the environment.
Davies said: “It is shocking that around 400,000t of perfectly good food and drink are wasted by households in Wales every year. This means that families spend about £50 every month on food that simply ends up in the bin.”