Research carried out by food and grocery analyst IGD has shown that support for local food has doubled over the past five years.
Some 30 per cent of shoppers say they specifically purchased local food over the past month, compared to 15 per cent in 2006.
Fairtrade has also been doing well: three times as many shoppers (27 per cent) said they bought Fairtrade products in the last month compared to five years ago (nine per cent).
IGD chief executive Joanne Denney-Finch said: “These figures prove what we have been saying throughout the recession - shoppers are looking for both value and values. They are not simply looking for cheaper food in tough times; they also expect the grocery industry to support their moral and ethical values.”
The reasons shoppers gave for their choices were varied but more than half said they bought local food as it had not travelled as far and is therefore fresher. And almost double the number of shoppers as in 2006 said they bought it to support local producers.
Looking ahead, 20 per cent of those surveyed said that they would like a farmers’ market or farm shop established nearby.
Sarah Pettitt, National Farmers’ Union Horticulture Board chair, said the findings are good news for UK growers but that there is more to do: “There is more work required on labelling and availability; retailers need to respond to this increased demand and make sure there is more UK produce in store.”
Meanwhile, the Fresh Produce Consortium highlighted the need for a range of produce “regardless of origin or means of transport”.
