One-third of consumers — compared with less than one-quarter in 2013 — said they would pay 10% more for local food, according to a recent survey from A.T. Kearney.
However, the percentage of respondents who would pay a premium for local remained the same as last year (70%).
The survey also points to the growth of the local food movement. While lack of availability was still the No. 1 factor for not buying local, the percentage of consumers who said, “Products are not available at my retailer,” fell 10% to 47% this year.
Moreover, those listing price as a factor for not purchasing local food dropped from 37% to 31%.
Seven percent said they don’t trust their retailer on the sourcing origin of local products.
“Given that the research found a strong correlation between fresh and local, large retailers can build awareness of their fresh products simply by sourcing and marketing local products more effectively — particularly in categories such as produce, meat, bread and dairy,” James Rushing, A.T. Kearney partner and co-author of the study, said in the report.
The online survey included responses from 1,100 shoppers.
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