British shoppers are demanding clearer labelling to help them identify homegrown goods in stores, as eight in 10 say retailers should make it easier to spot British products on the shelves. Research shows there’s a public appetite for local products. Eggs, milk, fish and potatoes are among the items they are most inclined to seek out.
The research, commissioned by Discover Seafood reveals there is growing frustration over how difficult it is to identify and find British products on shelves in supermarkets. As such there is increased calls for supermarkets and the government to step up their game in backing local producers.
Discover Seafood is an initiative by The Fishmongers’ Company, which is pushing for UK grocers to stock more British seafood, aiming to satisfy consumer cravings for home-grown products and ensure the future of our fishing sector.
Speaking out, Gavin O’Donnell of Discover Seafood commented: “The sad reality is that most of the fish that’s found in UK supermarkets is imported.”
He elaborated: “Retailers are reluctant to price match popular species like Cod and Haddock in support of British fishermen against fish from abroad. Where is the support?”.
The poll of 2,000 adults found that six in ten would prefer to buy produce that is grown, made, or harvested in Britain. However, they say it is not always easy to do.
Despite half of shoppers saying they regularly check labels on food, there is a shared belief that identifying British products should be made simpler.
The report shows the majority of Brits feel both the government and supermarkets need to take more responsibility for supporting British fishermen and food producers.
A significant 70% of shoppers expressed a willingness to purchase more seafood if it was clearly labelled as British in supermarkets. Furthermore, 30% of existing seafood consumers indicated they would increase their consumption if a broader range of local species were available.
Gavin added: “There is lots of great local produce available to consumers, but knowing where to find it can be a struggle. There needs to be a better balance between being competitive on price and opening up opportunities for both the consumer and the producer.”
Lesser-known British seafood species, such as hake, megrim sole, and gurnard, are deemed nutritious and affordable, but much of these catches never make it to supermarket shelves.
As a result, many UK consumers are unfamiliar with such species, reflecting a lack of awareness around what local fish is available.
Gavin O’Donnell described this as a “huge missed opportunity” for both consumers and retailers. “There is an opportunity for everyone to explore what the UK seafood industry can offer.
“It benefits local producers, and supermarkets can help drive awareness of what’s local to the UK by expanding their offering. This would allow consumers to enjoy more high-quality local food.”
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