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Shoppers want to buy British... if the price is right

24th May 2018 / By Alistair Driver

Shoppers in the UK say they want to buy British food, but not at any cost – with research showing even a small rise in price could see a switch to buying imported alternatives.

In fact, the latest Consumer Focus report from AHDB suggests that even a relatively small increase of just 10% could result in 30% of shoppers opting for a lower-priced import.

It shows that maintaining price competitiveness will be key for the UK agricultural sector in a post-Brexit world.

The new findings also show that to-date there is little to suggest a wave of patriotism has helped bolster sales of all things British since the EU referendum and relying on ‘Britishness’ alone is not the answer.

For more on this story, see Pig World

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