One in five people say they are more likely to buy British food as a result of the UK’s decision to leave the European Union, new YouGov research shows.
The Buying British report shows 23% of consumers are more likely to buy British food as a result of Brexit. Furthermore, one in seven (17%) are more likely to purchase British products as a result of last June’s referendum.
For a large number of consumers, however, cost remains the most important factor when it comes to purchasing decisions. If the cost of British food increased by 10%, three in 10 people would choose foreign produce instead. If the price went up by 25%, six in 10 (60%) would stop buying British and instead get the equivalent from abroad.
YouGov’s research also shows that more than seven in 10 (71%) consumers try to purchase British food when they can and two-thirds (66%) prefer to buy British products when possible.
People’s main motivation in doing so is to support the UK economy. Almost three-quarters (73%) buy British to support domestic farmers, and seven in 10 (69%) do it to help British businesses.
Perhaps unsurprisingly, most consumers who are eager to buy British products are over the age of 50. While 83% of people aged 55 and over prefer to get British food where possible, the figure falls to closer to two-thirds among the under-35s (57% for 25- to 34-year-olds and 62% among 18- to 24-year-olds).
“Since last June there has been much talk of boosting the economy of the UK by buying British. This research shows that this message is hitting home with a large number of consumers.
However, with inflation increasing and household finances coming under pressure, for all the desire to buy British, many are willing to turn their back on domestically-produced food and products if prices rise,” says Kate Fillery, junior research executive at YouGov.
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