Insight by Gama Compass
MANCHESTER – 14th March 2024: In this month’s Insight By Gama Compass, we turn our gaze towards the trend among FMCG suppliers and retailers to tout the use of locally-sourced and traceable ingredients, and explore some of the reasons why provenance is increasingly moving to ‘centre-of-pack’ when it comes to brand messaging. In particular, we look at how of the ‘lure of local’ is being driven by sometimes inter-related elements of consumer sentiment, ranging from the reassurance of the familiar to the discovery of the new.
References to ‘local sourcing’ – typically the country, region or even local farm from which a product or central ingredient has been sourced – while far from ubiquitous, have been steadily growing in popularity in new consumer food and drinks introductions over the last ten years, the latest insights from Gama Compass can reveal. In particular, analysis shows such claims appeared on just 3.4% of launches in 2014/15, but 6.1% of launches by 2023/24, with incremental increases in the intervening period.
The concept of ‘locally sourcing’ evokes a broad range of potential benefits, with Gama, for instance, recognising its role not only as an ‘environmental’ or ‘ethical’ claim but also to support messaging around ‘quality and value’.
“The importance of ingredient provenance looks unlikely to diminish any time soon, especially for brands that play in the sustainability space”, commented Gama insights director Tom Warden. “Although this could be considered a challenge in times of constrained and disrupted supply chains, local sourcing claims also represent a valuable opportunity for brands to showcase their ability to meet heightened consumer expectations around environmental impact, traceability and product quality”.
Read more on trends in local sourcing in the next issue of Gama News.
Source: Gama Compass
About Gama Compass
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To learn more about Gama Compass, contact Tom Warden, Gama insights director, at info@gamaconsumer.com.
About Gama
Gama is a global provider of business information and services specializing in product innovation and international trade. Through our worldwide network of over 100 experts in more than 46 countries, we offer high-quality news, research, analysis and partnering services. We deliver actionable insights, enabling you to make more informed decisions and supporting you to unlock new business opportunities.
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