According to IRI's new survey, shoppers in the UK are moving towards 'geocentric purchasing', with more than half of the participants opting for local brands.
Respondents cited better taste and quality, environmental factors, and an extension of support to local producers as the primary reasons behind choosing local products.
However, the study also found that older shoppers showed a preference for buying local, while millennials aged between 18 and 24 years were heavily inclined towards buying international brands.
