A third of British shoppers say they are now willing to pay more for British food - up from a quarter before the horsemeat scandal broke.
Research agency Mintel compared consumer attitudes to food and drink provenance in December 2012 with March 2013, after the revelations of horsemeat contamination in the supply chain.
British origin emerged as the most important issue for shoppers, with 34% naming it as the primary influence on their buying behaviour. Animal welfare standards came out as the second most important issue, closely followed by free from pesticides and fair trade.
One in two British shoppers now also believe that British food is better quality than imported food, up from four in 10 in December 2012. Local origin has also risen in importance.
“The importance of food being British has leapt in popularity in the wake the horsemeat scandal,” said Mintel senior food and drink analyst Amy Price. “The food industry is likely to feel the effects for some time, with consumers taking a greater interest in British and local origin and a more proactive stance on questioning provenance.”