Over half of UK diners would pay up to 10% more for food if it was grown in Britain.
That is according to new research by purchasing company Beacon, which also found almost a quarter would be willing to spend 25% more, and some would be prepared to pay over 50% more for their meal if they know it included regional produce.
When asked to identify which food trends they were most excited about for the year ahead, nearly half of the respondents voted for ‘Made in Britain’ – four times the amount of people who said veganism and plant-based eating.
When asked to name their favourite dish, the top five were:
• Roast dinners (25%)
• Fish and chips (11.9%)
• Steak and chips (10.2%)
• Pizza (9.6%)
• Full English breakfast (7.4%)
Paul Connelly, Beacon managing director, said: “The amount of quality British products available to operators now is vast, so it is encouraging to see that consumers are willing to invest close to home and support British producers.”
Regionally, those in the East Midlands were most likely to want local produce (62%), followed by London (60%) and Scotland (58%). The importance of British produce was most prevalent amongst 25 – 34 year olds, where over two thirds of respondents in this age bracket said they would happily pay more for homegrown food.
Connelly added: “Incorporating home grown produce onto your menus will not only help to alleviate some of the significant price increases, but will also act as a selling point for customers, as well as supporting the UK economy.”
Videos from The Caterer archives