6 in 10 Brits say supermarkets should offer more UK-made products amid rising consumer patriotism

  • 59% say supermarkets and large retailers should offer more British products
  • 50% of British shoppers prefer to buy UK-manufactured goods over imported alternatives
  • Main driver of ‘buy British’ sentiment is a desire to support the UK economy and British jobs

Most British consumers (59%) want to see more domestically manufactured goods on supermarket shelves, according to research* conducted by Made in Britain, the trade association that unites UK manufacturers by their licensed use of the official Made in Britain collective Trademark

Made on Britain's 5th annual Buying British Survey also finds that half of British consumers (50%) prefer to buy UK-manufactured products over alternatives imported from other countries. The research polled 2,000 British adults across the country in March.

Despite the ongoing financial pressures of the raised cost of living, 65 per cent of those surveyed say they are buying the same amount of British products and produce, with more than half (51%) of those who prefer to buy UK-manufactured goods saying they are prepared to do so even when they cost more than imported alternatives.

Those polled showed a clear preference to buy British food; a huge 72 per cent say they prefer to buy domestically-grown fruit and vegetables, while 69 per cent favour British animal farm produce and 57 per cent opt for fish from the UK over alternatives produced in other countries.

Strikingly in the age of fast fashion and a global industry, almost half of respondents (49%) say they prefer to buy British-made clothing.  Forty-three per cent prefer to buy furniture and household goods that have been manufactured on home shores.

The main driver of growing consumer patriotism is a desire to support UK jobs and the domestic economy, with 64 per cent of respondents citing this as a driver in their preference. This is consistent with 2023 sentiment, measured by Made in Britain’s 2023 research.**

Why do 50% of Brits prefer to buy UK-made products?  
To support UK economy/jobs 64%
Buying British products is more sustainable than purchasing imported goods 59%
Trust in British products 54%
UK manufacturers’ ethical standards 44%
British products are of better quality 43%

The Made in Britain Trademark, launched in 2015, is recognised by more than half (56%) of British consumers (up from 50% last year) and 79 per cent of UK businesses (up from 66% last year), the research finds.

Made in Britain CEO John Pearce (pictured, left) said: 

“As consumer activism pushes up demand for British products on UK supermarket shelves, the widely-recognised Made in Britain Trademark helps shoppers instantly identify UK-made products on the high street and online, while providing British manufacturers with an instantly recognisable and trusted marketing symbol that helps them capitalise on public demand for goods produced on home shores. 

“Our ever-growing community of manufacturers tell us they proudly display the Trademark for three key reasons – it is the most effective way to communicate what type of company they are; it helps them sell more of what they make; and it bolsters trust and recognition for their brands.”

*Made in Britain 5th annual Buying British Survey (2024) polled 2,000 British adults (nationally representative); fieldwork was conducted by OnePoll during the period 12th-14th March 2024. 1,000 UK business decision-makers involved in procurement (nationally representative) were also polled during the period 12th-19th March 2024.

**Made in Britain 4th annual Buying British Survey (2023) polling 2,000 British adults (nationally representative); fieldwork was conducted by OnePoll during the period 7th-18th January 2023. 1,000 UK business decision-makers involved in procurement (nationally representative) were also polled during the period 7th-18th January 2023.

By Made in Britain 3 months ago | By Made in Britain

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