The majority of US consumers are yet to be won over by the “buy local” mantra, despite extensive support from the government and media, new research has found.
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According to a survey conducted by research group Mintel, only 17% of US adults buy local as often as possible. The majority of respondents did not feel strongly about buying locally produced goods – with 30% of “aspirational locals” who would buy local products but do not know where to find them and 27% not caring at all where their food and services originate.
“We found that although the ‘buy local’ mantra has gotten strong media coverage and government support, most Americans haven’t yet incorporated it into their lifestyles,” said Krista Faron, senior analyst at Mintel.
“Nonetheless, local products offer unique benefits and are more accessible than ever before, so we think the local movement has relevance with today’s consumer.”
Food is the most frequently purchased local product, with 31% of people who do buy locally stating that they purchase local fruit and vegetables once a week or more and around one in four shoppers claiming to buy local baked goods, meats or cheese/dairy products once a week or more, Mintel found.
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By GlobalData“Local is becoming a desirable product claim, as people try to save money, support their communities and preserve the environment,” Faron observed.
“We found that over half of local shoppers are trying to help their local economy, but they also buy local products for convenience, better taste and the environment. Companies should use these motivations to craft marketing messages that appeal to locally conscious consumers.”
