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Consumers Are “Buying Local” in Large Numbers
2008-02-27
Local is one of the hottest cues of quality right now according to a new report released by The Hartman Group
BELLEVUE, WA — February 27, 2008 — New findings from a national survey examining American consumers’ understanding of what the term “buy local” means were released today by The Hartman Group, a leading consumer insights provider, in its Pulse Report: Consumer Understanding of Buying Local.
“Local has become a quality distinction marker for food consumption as well as environmental causes,” said Laurie Demeritt, President and COO of The Hartman Group, Inc. “At their roots, local products are believed by consumers to have traveled shorter distances, to be fresher, to have less pesticides and, in general, to be of higher quality than mass-produced or imported products.”
According to the report, while “buy local” is a phrase with diverse meanings, many consumers are beginning to think about the idea of “local” in terms of everyday products and practices: almost three-quarters of consumers (77%) say they are currently buying products they perceive to be locally made or produced.
The report also found that while ethical consumption plays a role in some cases, for a majority of consumers the fascination with “local” products has as much to do with a return to values of simplicity, an equation to handcrafted production and, most strongly, the ability to match a product with a place or face.
“Local is quickly overtaking organic for many consumers, not just a moniker for a healthier lifestyle, but also as a way for consumers to indulge in gourmet food experiences,” said Demeritt. “In today’s tough competitive climate, however, as marketers and manufacturers cast a decidedly more localized net, proclaiming that your product is locally owned or grown or “made right here in Smallville USA” is, by itself, simply not enough.”
For More Information:
Blaine Becker
Director, Marketing & Communications
The Hartman Group, Inc.
(425) 452-0818, ext. 124
blaine@hartman-group.com
Web site: www.hartman-group.com
About the Report
Pulse Report: Consumer Understanding of Buying Local presents the current consumer view on the meaning of “local” and the motivations for buying locally produced products and brands. It provides timely insights into the different consumer interpretations of “buy local” and the potential for converting them into marketing opportunities. The research for this report was conducted in December 2007 and includes a national quantitative survey with 796 respondents.
About The Hartman Group, Inc.
The Hartman Group, Inc., founded in 1989, is leading consulting and consumer insights firm specializing in the analysis and interpretation of consumer lifestyles, and how these lifestyles affect the purchase and use of today’s products and services in tomorrow’s marketplace.
For press inquiries and further information please contact:
For general, non-press related inquiries, please contact info@hartman-group.com
Blaine Becker
Director, Marketing & Communications
blaine@hartman-group.com
425-452-0818 ext. 124
For general, non-press related inquiries, please contact info@hartman-group.com
© 2010 The Hartman Group, Inc. All rights reserved.
