'Half of shoppers prefer locally-made products'

Almost half the shoppers prefer locally-made products but find it difficult to locate such products in the store, claims a new survey, highlighting how shoppers are increasingly perceiving small brands as “more authentic and trustworthy”.

According to the latest NielsenIQ study preview, 50 percent of UK consumers prefer to buy locally-made products from small businesses in their area and 48 percent try to support small brands where possible but find it difficult to locate in the store.

Additionally, shoppers are also largely in search of their perfect brand match, with 58 percent of UK consumers feeling that if they look hard enough they can find a brand that meets their exact needs.

Around 51 percent feel that small brands are more authentic and trustworthy than big brands and 58 percent believe that although small brands are usually more expensive they are prepared to pay a bit more.

Among the reasons listed to buy a brand, value for money remains on top at 92 percent, availability comes second at 87 percent and product quality comes last at 85 percent.

“Despite being largely ‘unfamiliar’ by respondents in terms of notoriety, small and medium brands have a great opportunity in today’s changing consumer landscape,” reports quoted Global Director of Thought Leadership Lauren Fernandes as saying.

“Our data shows that price pressures and the ongoing pandemic have changed consumer needs and their relative expectations of brands of different sizes.”

“With 48 percent of global respondents saying that they plan to buy more from smaller brands in the future, clearly, the small and medium-sized businesses who can understand motivators for purchase in this new landscape will most likely benefit from consumers’ updated preferences,” Fernandes added.