Global vs. Local: The Choice Is Clear for Fresh and Packaged foods

 In International
Consumers around the world really care about brand origin. And why wouldn’t they? Shoppers, by and large, have more options available than ever before, thanks to today’s connected world. But when it comes to choosing specific products, do consumers prefer global brands or local ones? The answer depends primarily on the category, and there is a surprising amount of agreement across regions.
It’s no surprise that when it comes to fresh foods, local brands are the clear favorite. The majority of global respondents who have purchased the category say they prefer local brands to global ones for vegetables (68{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} vs. 11{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}), meat (66{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} vs. 13{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}), fruit (64{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} vs. 12{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}), seafood (57{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} vs. 18{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}) and yogurt (52{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} vs. 22{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}). The preference for local brands holds for every fresh category in the study and in every region, with only one exception: For yogurt, North American respondents show an equal one-third split between a preference for local and global brands. The remaining third say brand origin isn’t important. And the yogurt category is not the only difference for North American respondents. While a preference for locally sourced fresh foods trumps a preference for globally sourced fresh foods in the region, the percentage of respondents who say they prefer local brands is below the global average for all five fresh-food categories, while the percentage who say they prefer global brands is higher than in any other region. Nielsen – Read more…

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