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Published by: Mintel International Group Ltd.
Published: Mar. 1, 2008 - 69 Pages
Table of Contents
- ISSUES IN THE MARKET
- Main issues
- Definition
- ABBREVIATIONS
- MARKET IN BRIEF
- British bounces back
- Role of the media
- Influence of affluence
- The retail divide
- Communicating provenance
- Mixed messages
- INTERNAL MARKET ENVIRONMENT
- Key points
- What’s on my plate?
- From farmers’ markets to gastropubs
- Fit for a queen
- EDUCATION, EDUCATION, EDUCATION
- Out of the kitchen, into the classroom
- McCain’s Potato Story
- Vegetables in disguise
- Co-op sponsors farm visits
- Compulsory cooking lessons in schools
- PRODUCT LABELLING
- Labelled with love
- Information overload?
- Legislative framework
- Protected Designation of Origin (PDO)
- Protected Geographical Indication (PGI)
- Traditional Speciality Guaranteed (TSG)
- UK playing catch up
- Figure 1: UK products with Protected Designation of Origin or Protected Geographical Indication statue,
- February 2008
- Enforcement
- Ringing the changes
- What’s in a name?
- PROVENANCE ATTRACTS PRICE PREMIUM
- Who do price rises benefit?
- Foreign origin
- BROADER MARKET ENVIRONMENT
- Key points
- Greater affluence
- Figure 2: Trends in pdi and consumer expenditure, 2002-12
- Population continues to rise
- Figure 3: Trends in the age structure of the UK population, by gender, 2002-12
- Growth in number of ABs
- Figure 4: Forecast adult population trends, by socio-economic group, 2002-12
- Few and far between foodies?
- Figure 5: Agreement with selected lifestyle statements, 2003-07
- STRENGTHS AND WEAKNESSES IN THE MARKET
- Strengths
- Provenance = premium prices
- British food back in fashion
- Media focus
- Increasingly affluent population
- Impact of food scares
- Weaknesses
- Increased competition
- Too much information?
- C2DEs don’t engage
- Uncertain economic outlook
- Few real gourmets
- COMPANIES AND PRODUCTS: CERTIFICATION AND ACCREDITATION
- Key point
- Red Tractor
- The RSPCA Freedom Food Scheme
- LEAF (Linking The Environment and Farming)
- The Soil Association
- Who conducts inspections?
- COMPANIES AND PRODUCTS: TRADE BODIES
- Key point
- Food From Britain
- Regional Food Group for Yorkshire and Humber (RFGYH)
- Taste Shetland
- Seaweed Lamb from Burland
- Hill Lamb from Brindister
- COMPANIES AND PRODUCTS: PRODUCERS
- Key point
- McCain chips in to help British farmers
- Young’s Seafood highlights sustainability
- Duchy Originals
- Fayrefield
- COMPANIES AND PRODUCTS: RETAILERS
- Key points
- Waitrose
- M&S
- Sainsbury’s phases out battery eggs
- Asda
- Farmers markets and farm shops
- Ludlow Food Centre
- BRAND COMMUNICATION AND PROMOTION
- Key points
- Wyke Farms emphasises family roots
- Walkers pushes its ‘Britishness’
- Young’s Seafood sails the world
- Dairy Crest highlights Red Tractor
- M&S promotes ethics
- Waitrose
- The Co-op promotes provenance
- FOOD PROVENANCE - WHAT DO PEOPLE LOOK FOR?
- Key points
- Importance of British origin
- Figure 6: Factors in food and drink purchases, December 2007
- Clear differences by demographics
- Women care more
- Wealth plays its part
- Waitrose shoppers weigh up purchases
- WHAT DO SHOPPERS CONSIDER MOST IMPORTANT?
- Key points
- Four in five consumers rank animal welfare highly
- Figure 7: Factors in food and drink purchases, by rank, December 2007
- Figure 8: Factors in food and drink purchases, by rank, December 2007
- Figure 9: Average ranking for factors considered important when buying food and drink, December 2007
- APPENDIX - WHAT DO SHOPPERS CONSIDER MOST IMPORTANT?
- Factors influencing food and drink purchases - detailed demographics
- Figure 10: Most popular factors in food and drink purchases, by detailed demographics, December 2007
- Figure 11: Next most popular factors in food and drink purchases, by detailed demographics, December 2007
- APPENDIX: RESEARCH METHODOLOGY
AbstractFood provenance - the geographical origin of what we eat, and the methods used to produce it - has assumed increasing importance in recent years, partly as a result of a series of food scares and partly through the growing media focus on food-related matters. It has also tied into the wider trend for premiumisation across both the in-home and eating out markets.
However, the rules surrounding claims of provenance can be complex, and with statements of origin or logos certifying adherence to quality assurance schemes jostling for space on pack with other information regarding issues such as nutritional content, there may be a risk of the consumer being presented with too much information. Finally, this report considers where provenance sits in the order of consumers’ priorities when buying food, and how producers and retailers communicate a product’s origin to shoppers. With these factors in mind, this report aims to investigate the general question,
“What are the threats to the continued growth in appeal of ‘food provenance’ to consumers?”
Key issues of the report:- What drives the current trend for provenance, and what, if anything, will continue to fuel future growth in this area.
- The extent to which provenance is communicated to consumers on the packaging of food retailing.
- How many consumers actively look for the origin of the product when they are food shopping.
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