Adventurous Brits

Food retailers need to understand their market. A recent report carried out by Capricorn Goats Cheeses in the May 31 edition of International Express could help retailers plan their food category; 20% of consumers have never tried olives, asparagus or aubergine. 50% of Brits are not interested in trying new food and would not encourage their kids to experiment with food. 70% would refuse to eat liver or sushi even if it was offered for free 20% have never tried pork or lamb 30% have not eaten mussels, halibut or sea bass. What do they eat you may ask? 75% of children under 2 have tried chips (French fries) 30% have had a burger 50% have a curry by the age of 6 Retailing to Brits can be a challenge These results came out in National Vegetarian Week. The average UK household spends 3.80 pounds on fresh vegetables, less than they spend on tobacco! On an average day they do eat three of the five recommended portions of fruit and vegetables. Perhaps they took on the messages from the past? Beau Brummell (1778-1840), the trend setter never ate a vegetables on principle. Samuel Johnson (1773), wrote “a cucumber should be well sliced and dressed with pepper and vinegar and then thrown out as good for nothing”. There is some good news for flower retailers though. The royal wedding boosted flower sales as the Duchess of Cambridge had a bouquet made up of flowers grown in the UK. In reality only 10% of flowers sold are grown in the UK .20 years ago 50% were UK grown .Flowers From the Farm Ltd has been launched by Gill and Peggy Hodgson from Everingham in Yorkshire to help promote UK grown flowers .They want to reduce the miles flowers travel and do to flowerers wheat has happened to vegetables and fruit. This must be an opportunity for retailers to join the marketing campaign Finally, the go local trend spreads On May 31 Marks and Spencers stated that they are going local in the UK as a means to grow sales. Their 700 stores will reflect local rather than national trends. They will look at the local demographics and change the product range accordingly. They will also change the layout to improve customer flow and improve the shopping experience. Isn’t this what all good retailers should be doing all of the time?