British shoppers are calling for clearer labelling in stores to help them identify homegrown products, with eight in 10 consumers urging retailers to make it easier to spot British goods on supermarket shelves.
New research highlights a strong public appetite for local produce, with items like eggs, milk, fish, and potatoes topping the list of products people most want to buy British.
The study, commissioned by Discover Seafood, reveals that there is frustration among shoppers over the difficulty of identifying these products in supermarkets, as many of the products are imported.
This has sparked growing calls for both retailers and the government to support local producers more effectively.
A poll of 2,000 adults found a clear consumer preference for homegrown products, with six in 10 people saying they want to buy British grown or harvested food. However, many find it challenging to do so.
Despite half of shoppers regularly checking food labels, there remains a shared belief that identifying British products could be much simpler.
The report reveals that 70 per cent of shoppers would purchase more seafood if it was clearly marked as British in stores.
Furthermore, 30 per cent of regular seafood buyers suggested they would up their consumption if supermarkets offered a wider variety of locally caught species.
Gavin O'Donnell of Discover Seafood has spoken out about the issue, saying, "The sad reality is that most of the fish found in UK supermarkets is imported."
"Retailers seem reluctant to price match popular species like cod and haddock in favour of British fishermen. Where is the support?"
“There is lots of great local produce available to consumers, but knowing where to find it can be a struggle," added O’Donnell. "There needs to be a better balance between being competitive on price and opening up opportunities for both the consumer and the producer.”
Lesser-known British fish species—such as hake, megrim sole, and gurnard—are nutritious, affordable, and readily available.
However, much of these catches never make it to supermarket shelves, meaning UK consumers are often unfamiliar with the broader selection of local fish. This represents, according to O’Donnell, a "huge missed opportunity" for both shoppers and retailers.
"There is an opportunity for everyone to explore what the UK seafood industry can offer," he added. O’Donnell. "It benefits local producers, and supermarkets can help drive awareness of what's local to the UK by expanding their offering. This would allow consumers to enjoy more high-quality local food."
