IRI’s latest European Shopper Insights Survey other reasons for buying local brands include better quality (46%) and because products taste better (33%). A further 32% cite environmental reasons, such as less pollution from transport.

Although older shoppers show a preference for buying local-only, it is young millennials aged 18-24 who are more inclined to buy international brands, which they perceive to be more innovative and affordable. More than 50% of shoppers in this age group prefer to focus their spend on big brands, with the exception of fresh food.

When UK shoppers were asked why they do not buy local brands, price is a major issue across all age groups, with a third saying it is because local brands are more expensive than big brands. Shoppers also have concerns about lack of availability and limited assortment, with 39% not able to find the products they want, and 24% saying they would need to go to other stores to buy them. Significantly, 27% of respondents worry that the brands are ‘unknown’.

echo do_shortcode('[inread_parallax slot="DFP-TR-InRead2" width="300"]'); ?

The survey found UK shoppers are most likely to buy fresh food locally, including milk, eggs, yogurt and cheeses, compared to packaged food (10%), frozen food (9%) and personal/beauty care (8%).

Olly Abotorabi, senior regional insights manager at IRI, said: “Consumers are increasingly aware of the fact that food grown closer to home means fewer carbon emissions, will be fresher and supports the local economy, and as a result we’re seeing local and national brands starting to win consumers’ hearts and minds. In the UK in particular we have a vibrant and innovative ‘local scene’ where challenger brands are emerging as winners, driven by huge amounts of creativity and a desire for authenticity and provenance. Increased uptake of free-from and vegan products and movements like plastic-free and zero food miles are often well embodied by smaller, challenger players.”

Abotorabi added: “We’re seeing more retailers in this country champion local food suppliers in an effort to cut food miles, support local businesses and differentiate their offerings by devoting more store space to local products. But both the retailers and the food producers themselves need to work together to ensure they can convert those who are interested but not yet ‘buying local’ by ensuring the price is right and that shoppers can find the products on shelves before they walk out of the store.

“It’s clear that big brands resonate more strongly with younger, more globally connected shoppers, so there is an opportunity to nurture and develop these connections. However the positive attributes tied to buying local means an increasing number of manufacturers and retailers must not lose sight of the long-term potential to ‘play small and win big’.”