Local Food

1
Local Food

• Qualitative Quantitative
• Research

2
(No Transcript)
3

• Nascent in Ireland
• Increasing popularity

4

• Commissioned research
• Consumer perspective
• Influences
• Drivers

5
Overview
Perceptions
Motivations
Consumer typologies
Takeaways
6
you aint got a movie.
7
(No Transcript)
8
Overview
Perceptions
Motivations
Consumer typologies
Takeaways
9

• Lansdowne
• Comprehensive
• Opinion leaders
• Market experts
• 9 Group discussions
• National quantitative study (600)

10
Overview
Perceptions
Motivations
Consumer typologies
Takeaways
11
(No Transcript)
12
(No Transcript)
13
(No Transcript)
14
(No Transcript)
15
Perceptions

• Consumer term
• Industry term
• Trend VS Category

?
16
(No Transcript)
17
(No Transcript)
18
There are so many farmers markets nowadays. They
are always so busy. People go there because the
food is just better
19
Farmers Markets

• Local meat
• Local Fruit
• Local Veg
• By association
• Cakes
• Jams
• Cheeses etc.

Authenticity Purity Naturalness
20
Farmers Markets

• Local meat
• Local Fruit
• Local Veg
• By association
• Cakes
• Jams
• Cheeses etc.

Perceived Benefits

• Better quality food
• Healthier food
• Trendier food

21
(No Transcript)
22
(No Transcript)
23
Drives a Land Rover
Is quite well-off
24
Drives a Land Rover
Is quite well-off
Wants to get back to the land
Cares about what their kids eat
Likes to show off their food knowledge
Trying to be different
25
Impressions

• Celtic Tiger
• Yummy mummies
• Not really shopping
• More about image

26
Impressions
27
Where do you buy local food most often?
28
Where do you buy local food most often?
Other
Farmers Market
Large Supermarket
Farm Shop
Local Supermarket
29
(No Transcript)
30
(No Transcript)
31
(No Transcript)
32
To me, local food is anything that is made in
Ireland
You can get local homemade stuff in the Supervalu
beside me
33
Where do you buy local food most often?
Other
Farmers Market
Large Supermarket
Farm Shop
58
Local Supermarket
34
(No Transcript)
35
(No Transcript)
36
Ive never used the term local food.
I dont think that is the way we think about
food. You might think about fresher food or
locally-grown food. Or homemade foods. But you
would never think, I must buy local food.
37
(No Transcript)
38
(No Transcript)
39
Overview
Definition
Motivations
Consumer typologies
Takeaways
40
Driver 1
Healthier Food
41

• Local food Healthier
• Primary buying motivator

42

• Local food Healthier
• Primary buying motivator
• Naturalness

43
You just feel its healthier food. Its more
natural - its not frozen or anything. Completely
natural food just has to be better for you.
44
(No Transcript)
45

• Interchangeable terms
• Natural / Organic / Local
• 54 Local Organic
• Halo effect
• Assumptions on preservatives

46
Driver 2
47
When you buy at a farmers market its just
fresher - which has to be better
48

• Key driver
• Supermarket less fresh
• Quality umbrella
• Taste
• Quality

49
(No Transcript)
50
Driver 3
51
It is important that my food comes from a
producer with tradition and heritage on their side
77
52
Tradition
53
Local food brands are what I grew up on I want
to try and keep those traditions alive
71
54

• Provenance
• Geography quality
• History quality
• Buying Expertise
• Sellers behaviour
• Style of packaging

55
(No Transcript)
56

• Duty to buy local
• Pride in supporting
• Local economy
• Irish economy
• Post rationalisation of behaviour

57
(No Transcript)
58
(No Transcript)
59
(No Transcript)
60
What I like is being able to talk to the person I
am buying from - to get their opinion on things.
They can tell you a recipe or give you the best
cut of meat
61
65

• Because they know the producer
• Because they trust the producer
• Feel-good factor
• Relationships!
• 85 tell about new local producer

62
Driver 4
63
(No Transcript)
64

• Fresh
• Authentic
• Right provenance
• Irish supplier
• Packing
• Selling
• Marketing

65
Driver 5
66
Less is more
67

• Signify rustic
• Cue simplicity
• Look handmade
• Naturalness
• Human story
• Origin

• Mass-produced
• Cue modernity
• Brash colours

68

69
Overview
Perceptions
Motivations
Consumer typologies
Takeaways
70
(No Transcript)
71
70
72
Neighbourhood Locals

• 50 females
• C2DE
• Define Within 5 miles
• (or within county)
• Typical opinions on local food
• Insular - Fruit Veg
• Access - Local supermarkets
• Price!

42
73
Rational
Geography
74
Feel-Good Locals

• 35 females
• ABC1
• Define Its an experience!
• Strong opinions - treats
• Experimental - Lifestyle choice
• Farmers market
• Relationships
• Worth spending more

44
75
Emotional
Experience
76
Guaranteed Irish Locals

• lt35 years
• C1C2
• Define From Ireland
• Moderate opinions
• Large supermarket
• (Look out for Irish)
• Happy with packaged

14
77
Rational
Geography
78
(No Transcript)
79
Overview
Perceptions
Motivations
Consumer typologies
Takeaways
80
Values
1

• Rejection of mass market food
• Look Feel
• Packaging
• Merchandising
• Made with love

Q-u-a-l-i-t-y!
81
Relationships
2
82
(No Transcript)
83
Relationships
2

• Gettin to know ya!
• Emotional consumers
• Like recommending
• Requires trust
• Requires understanding
• Tell them your story!
• (Packaging)
• (Merchandising)

84
Word of Mouth
3

• Gettin to know ya!
• Farmers markets - easy
• Supermarkets / Producers
• Training
• Engagement
• Stories!
• Samplers / Tasters

85
Tradition
4

• Sense of endurance

86
Tradition
4

• Sense of endurance

87
(No Transcript)
88
Simplicity is the ultimate sophistication
89
(No Transcript)
90
(No Transcript)
91
(No Transcript)
92
Simplicity isthe outward sign and symbol of
depth of thought

• Lin Yutang

93
Local Food

• Qualitative Quantitative
• Research