New research commissioned by Nestlé UK & Ireland reveals that national identity, quality and community impact are key drivers of brand loyalty and purchasing decisions.
British-made food and drink hold a unique place in the nation’s heart, it shows, and for today’s consumers that sense of national pride is playing an increasingly important role in how they shop.
More than half of British consumers (52%) say they are more likely to purchase food and drink if it’s made in Britain, with 29% checking a product’s packaging before buying.
Nestlé’s findings also show this preference is rooted in quality and trust, with three in five (61%) saying it’s the main reason they choose products made in Britain. Beyond that, shoppers also see British made goods as a way to invest in communities, with 55% feeling encouraged to buy British to support the economy and 47% to sustain local jobs.
Almost half (48%) of Brits believe it to be important that iconic British brands continue to be manufactured here, highlighting the role these products play in national pride and everyday life.
For over a quarter of respondents (28%) who purchase British-made goods, they represent more than just a name on shelves, but an extension of national identity.
A spokesperson said: “Manufacturing in Britain has always been at the heart of our business. For generations, Nestlé has proudly produced some of the nation’s best-loved food and drink here in the UK, while supporting the communities we serve.
“Being made in Britain is about more than producing great products – it’s about creating jobs, supporting communities and building trust that lasts for generations.
“We believe that British-made products shouldn’t just be great for the nation today, but for the nation’s future - and we remain committed to ensuring our operations continue to support a strong food and drink future.”
The research forms part of Nestlé’s Good for Britain, Good for the Future campaign, shining a light on its deep-rooted connections to communities across the country. It celebrates the generations of skilled factory workers, farming families who have supplied British milk for decades and local communities who have grown up alongside its sites across the country.
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