Localism - Consumer TrendSights Analysis, 2023

'Localism' is one of the 63 sub-trends that the publisher covers as part of our TrendSights series of Consumer Insight studies. The analysis covers what the trend is, why it is important, who is most influenced by it and how brands and manufacturers can capitalize. The research concludes by identifying where the trend is heading next and how long it will last.

In a globalized world, consumers favor local and regional products, in the belief that they are superior, safer, and more trustworthy. Brands are delving into a local sourcing narrative to elicit pride in one’s country and encourage consumers to support the local economy.

Scope

• The merits of local are broad, and range from maximizing product freshness, to reducing food miles, to supporting the local economy.
• Brands with credible local credentials should explore narratives beyond those relating to tradition, comfort, familiarity and reassurance.
• Localism can and should be positioned differently depending on purchase motivations.

Reasons to Buy

• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.