A majority of US adults claim to buy local at least half the time (59%) they shop for products, andÂ one-quarter say they buy local most or all of the time, according toÂ an AYTM survey of 1,000 USÂ respondents. PerceivedÂ quality of goods was the top reason for choosing to shop local (70%), followed by convenience (51%) and economic impact (50%). Of note, economic impact seems to be of greater importance than environmental impact.
Meanwhile, a similar proportionÂ of people purchasedÂ food that was grown or prepared with local ingredients at least half the time (60%), citing quality (76%) again as their primary motivationÂ for buying local. Economic impact (52%) and convenience (46%) appear to be secondary motivations again, though they were cited by close to half of local food buyers.
According to the survey, far fewer adults areÂ concerned aboutÂ where theÂ ingredients in theÂ drinks they purchasedÂ came from, with most saying that theyÂ rarely or neverÂ buy drinks made with local ingredients (63%). The relatively small group of adultsÂ (22%) buying drinks with locally sourced ingredients again specified quality (62%), convenience andÂ economic impact (37% each) as their reasonsÂ for doing so.
As such, the perception of quality is the biggest driver ofÂ people seekingÂ locally sourced ingredients, whether it is food or drinks. Indeed,Â 69% believe that buying local givesÂ them access to more quality products. Convenience and economic impact are also consistently important factors, with economic impact counting a bit moreÂ when it comes to food. And while theÂ vast majority of respondentsÂ agree that buying local can help the economy (84%), far fewer said they areÂ willing to pay a bit more for it (60%). Still,Â recent research recent shows growing demand for premium products, particularly in food and beverage, suggesting that tying the quality of local products to premium goods could influence decisions.
About the Data: The results are based on an AYTM survey of 1,000 US adults in March 2017.