Study: ‘Buying Local’ Presents Marketing Opportunity

While most American shoppers do not give much thought to “buying local,” marketing potential for the trend — especially with regard to food — is big, according to a survey by Mintel.

CHICAGO — While most American shoppers do not give much thought to “buying local,” marketing potential for the trend — especially with regard to food — is big, according to a survey by Mintel, a consumer research firm here.

“Local is becoming a desirable product claim, as people try to save money, support their communities and preserve the environment,” Krista Faron, senior analyst at Mintel, said in a statement. “We found that over half of ‘local’ shoppers are trying to help their local economy, but they also buy local products for convenience, better taste and the environment. Companies should use these motivations to craft marketing messages that appeal to locally conscious consumers,” she added.

While the survey results released yesterday show that just one in six adults buys local products and services as often as possible, nearly a third (30%) said they would purchase local goods and services but don’t know where to find them. The survey also revealed that people who do purchase local goods most frequently purchase food, with local fruits and vegetables being the most common purchase, and 25- to 34-year-olds and families with children are seen as the most zealous local shoppers.

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