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Bray Leino

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UK Food and Drink Research: What Consumers Value, Post Brexit

A year since the UK's EU referendum exposed striking regional divides in behaviour, the creative communications Agency Bray Leino has published a detailed report on what people in the UK really think about the food and drink in our lives.

Bristol, United Kingdom, September 21, 2017 --( Bray Leino's UK Food and Drink report 2017, "The Trouble with Bubbles" examines consumers' regional attitudes and behaviours, comparing remain-voting London with the North East and North Wales, two places Brexit was strongly supported.

Key insights include:

The desire to buy British is strong everywhere:

63% of respondents said they were concerned with buying British - with no significant differences geographically. Remain-voting Londoners were just as likely to be concerned with Britishness as people in the Brexit-voting strongholds of Wales and the North East.

Animal Welfare is consumers' top consideration when it comes to food issues:

The top 5 considerations were GM, Britishness, Authenticity, Sustainability, and Animal Welfare. The single food issue that concerned most respondents was high animal welfare standards, with 78% claiming to be very or quite concerned. Women were more concerned about animal welfare standards than men.

Interestingly, the number of 18-24 year-olds claiming to be concerned was significantly lower than in other age groups, in stark contrast to the widely reported increases in vegetarianism and veganism amongst young people. This reflected the fact that throughout the research there was a general pattern for those living at home or with family to be more apathetic on many food issues and this group is populated mainly by young adults.

Social media is the not the go-to channel for food inspiration:

Despite social media’s ubiquitous presence and influence across so many areas of modern life, when it comes to food and drink the research indicates that the established channels still lead the way. Food and drink websites, cookbooks and cookery programmes were used far more often by consumers, with cookbooks the most popular medium for recipe ideas and inspiration (used by 42%), ahead of celebrity chefs who were influenced by 28%. Only 16% of people use Facebook and YouTube for recipe ideas.

The Report covers British attitudes towards foods, health and wellness, food fads, trends and how food and drink brands are marketed. It reveals a number of important insights on the UK food and drink map.

Download it here:

About Bray Leino –

For over 40 years Bray Leino's specialist communication businesses have helped Clients grow using a wide range of B2B and B2C capabilities. Operating nationally and internationally with offices in Devon, Bristol, London and Singapore and north America, Bray Leino has a turnover of over £50 million and employs around 400 full time specialists.
Contact Information
Bray Leino
Matt Henkes
+44 (0) 117 973 1173

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