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Local Trend Slow to Catch on Among Consumers

From Lisa Jennings of Nation's Restaurant News: A growing number of restaurant companies are using local products, but a report released [March 12] by market research firm Mintel indicates that few Americans feel strongly about where their food or services come from. According to Mintel's consumer survey on local shopping, only one in six adults, or 17 percent, buy local products and services as often as possible. These "True Locals" are willing to pay more for locally produced goods and will choose them even if non-local competing products are better. The most zealous local shoppers, according to the report, were consumers ages 25 to 34 and families with children. The report, however, found that most American shoppers, or 30 percent, fall into the "Aspirational Locals" category, saying they would buy local but don‚t know where to find such products. About 27 percent of those surveyed, however, said they don't care where the things they buy come from.
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