Summer of celebrations fuel appetite for British products, survey finds

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Made in Britain: more than 600 UK manufacturers are signed up to the logo supporting British manufacture, launched by cooker company Stoves

Made in Britain: more than 600 UK manufacturers are signed up to the logo supporting British manufacture, launched by cooker company Stoves

More UK shoppers are looking to buy British products, a new survey by Savvy Marketing has revealed.

Savvy polled shoppers in June 2012 after the Jubilee and again after the London Olympic Games opened and found the number of shoppers seeking out British goods and products had risen from 63% to 72% during the two-month period.

The figures match a similar swell in British pride, with 72% of shoppers now claiming they’re ‘proud to be British’ compared with 58% before the Games, said researchers.

But Savvy urges brands to capitalise immediately and seek to build momentum, with shoppers having previously displayed fickle traits when it comes to buying British. Indeed the national appetite for British goods inexplicably fell from 68% in January, to 63% at the end of June – before the start of the Olympics Games, said researchers.

Further findings also show female shoppers have a greater appetite for British goods, with 79% looking to buy British after the Olympics compared to 68% of men.

It also seems British items are more likely to find their way into our baskets, the older we get. Savvy’s research shows, post Olympics, a 81% of over 65s looked to buy British, compared to only half (50%) of 18-24 year olds.

Catherine Shuttleworth, CEO of Savvy Marketing said: “The research findings offer some insight into the nation’s attitudes to buying British following an amazing summer of events from the Jubilee to the Paralympics.  

“Our panel shows the Olympics in particular gave a massive boost to national pride and created a subsequent rise in demand for British goods. The retail sector has seen inconsistency in spending patterns over the summer, but now needs to turn its attention to maximising and prolonging the feel good factor and continuing to market British goods in the build up to Christmas.”

The research is carried out on behalf of Savvy by PCP, as part of Savvy Marketing’s shopper panel research, a bi-monthly survey of around 1,000 shoppers which investigates the latest shopper attitudes and trends.