• March 12, 2009

While nearly one-third (31%) of adults say they purchase locally grown fruits and vegetables once a week or more, and one-quarter report buying local baked goods, meats or cheese/dairy products with the same frequency, few consumers consider local sourcing a top priority in purchasing food and other products.

Just one in six adults (17%) buy local products and services as often as possible, according to a new Mintel local shopping survey. The survey covered clothing, jewelry/accessories and flowers, as well as milk, bread, cheese and meat.

The relatively small number of "true locals" are willing to pay a higher price and will buy local even if they perceive competitive products as being better. Consumers ages 25 to 34 and families with children are the most zealous local shoppers.

About 30% of adults are characterized as "aspirational locals" who say they would purchase local goods and services but don't know where to find them, while 27% are "no locals" who don't care about the geographic origins of their food and services.

"While the 'buy local' mantra has gotten strong media coverage and government support, most Americans haven't yet incorporated it into their lifestyles," summed up Mintel senior analyst Krista Faron. At the same time, locally sourced products are more accessible than ever, and local is becoming an increasingly desirable claim as people "try to save money, support their communities and preserve the environment," she confirmed.

Companies looking to leverage local-origin marketing messages should note that while more than half of local shoppers are trying to support the local economy, they are also buying local for convenience, taste and environmental reasons, Faron pointed out.--Karlene Lukovitz