ONE in four Scots would stop buying local produce if much cheaper alternatives were available, figures show.
Research reveals that although they want to buy Scottish food and drink, one-quarter would switch to another product if it was 15 per cent cheaper.
The Buying Scottish Food and Drink report shows that three-quarters of Scots like to buy local food and drink where possible, with just 18 per cent preferring not to. But as inflation increasingly squeezes family budgets, the research shows while most are committed to buying local, many would consider non-domestic food and drink brands if they were notably cheaper.
While more than one-third (38 per cent) would still purchase Scottish food and drink even if they faced cost pressures, more than four in 10 (42 per cent) would purchase the items less frequently.
The YouGov data finds fewer than one in 10 (eight per cent) would stop buying local food and drink altogether and look elsewhere for cheaper alternatives.
It highlights the reasons Scots like to buy domestically-produced food and drink, with more than half (56 per cent) believing that Scottish food is better.
Two-thirds (67 per cent) want to support Scottish farmers and the same proportion want to support the local economy and jobs Kate Fillery, researcher at YouGov Reports said: “Scots have great enthusiasm for supporting domestic products, companies and jobs – and believe their food and drink to be of good quality.
“However, economic conditions may start to squeeze consumers’ finances over the next few years as inflation rises. Should alternatives become relatively cheaper, Scottish food and drink producers could start to feel the pinch on the domestic front.
“Advertising campaigns stressing the practical and emotional impact of buying Scottish may therefore become important to producers looking to maintain market share in potentially tricky conditions.”
Scotland’s larder has an annual turnover of £14.4 billion and there are plans to double that to £30bn by 2030.
Food and drink is now the biggest sector of the Scottish economy and there are 900 manufacturers in the country. In the first three months of 2017, food and drink worth £1.2bn was exported, an increase of £124m on 2016.
But Bank of England figures yesterday showed British shoppers are increasingly switching to cheaper products as prices begin to rise.
The report revealed businesses serving the British market are suffering compared with export-based manufacturers as the weaker exchange rate and higher inflation following last year’s Brexit vote feeds through the economy.
Prices rose at the fastest pace in four years last month as consumer spending slowed.
The Bank said: “Some contacts ascribed this to increased caution among consumers, and to consumers trading down to cheaper products or brands”.
James Withers, chief executive of industry body Scotland Food & Drink, said: "The Scottish shopper chooses to buy local because they recognise the world class produce on their doorstep, they want to support local farming and fishing and they want to support the local economy.”
Mr Withers said his own organisation’s research had found 70per cent of Scots believe food produced here is of higher quality than that from elsewhere.
Scott Walker, NFU Scotland chief executive, said that despite austerity and belts being tightened by households, the loyalty of consumers north of the Border to home-grown producers was a “fantastic boost” to them.
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