Understanding the Value of ‘Welshness’ in Food Branding
In early 2017, Wavehill was asked to undertake a survey of household shoppers to understand their orientations and feelings towards ‘place of origin’ branding on food. Specifically, we investigated whether consumers perceive a value added that comes from food being specifically identified as made or produced in Wales.
We surveyed over 1,200 household shoppers across Wales, Scotland, and England (with an oversample in Wales) and explored attitudes towards particular food items and towards the use of Welsh food in fast food and restaurants. The survey was complemented by a street canvass of 302 shoppers outside supermarkets in three different locations in Wales.
For more information please contact Andrew Engeli