Best of British? Mintel says patriotic purchasing is a myth

By Caroline SCOTT-THOMAS contact

- Last updated on GMT

Related tags: United kingdom

Best of British? Mintel says patriotic purchasing is a myth
‘Patriotic purchasing’ is a myth in the UK, with nearly half of all consumers (48%) saying that price is more important to them than whether a product is British, according to a trend report from market research organisation Mintel.

Mintel says that British consumers will be just as interested in buying authentic foods from other countries in 2014, after the past couple of years were marked by a surge of patriotism centred on the royal wedding and birth and the 2012 Olympics.

“Next year’s sporting events, immigration legislation and pending referendums will put other countries’ products on the menu and Mintel’s research highlights that Brits are open, curious and savvy when it comes to buying into new, engaging or better value products from abroad,”​ said Mintel senior trends consultant Richard Cope.

“Mintel’s research finds that in spite of recent events, ‘patriotic purchasing’ remains something of a myth and British custom is there to be won.”

Nearly a third of consumers (30%) said they felt no loyalty toward British food and drink, and 54% said they were just as interested in buying authentic products from other countries, like French brie and Parma ham.

However, Scottish products could see a boost ahead of the Commonwealth Games in Glasgow, as well as in the run-up to the Scottish independence referendum, Cope said.

Meanwhile, the Russian Winter Olympics will increase the visibility of Russian products in Britain – but it is the FIFA World Cup in Brazil that is likely to have the biggest impact on consumers, with Brits among those predicted to “fall in love with all things Brazilian”.

So far, the market researcher sees big potential in the spirit cachaça, as well as the caipirinha cocktail; Brazilian meat dishes and chain restaurants; Brazilian branded coconut water; and açaí berries.

“Brazilian brands are alive to the opportunity, with trade association Wines of Brazil aiming to double exports between 2012 and 2016,”​ said Cope. “Meanwhile, it may be news to foreign consumers, but Moët et Chandon has been producing a Chandon Brazilian sparkling wine in the Bento Gonçalves area of Southern Brazil since the 1970s and the country is an emerging wine producer with the potential to cross over to a wider market.”

Related topics: Market Trends

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