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EU Referendum Brexit Marketing

Brexit drives buy British mentality but price remains the clincher for most

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By John McCarthy, Opinion Editor

April 13, 2017 | 2 min read

A fifth of consumers are more likely to purchase British goods in support of the UK economy following the Brexit, a YouGov poll has found.

Brexit Britain

Made in Britain appeal slightly increase post Brexit

Following the public’s decision to leave the European Union, much emphasis has been placed upon local goods, British wares and more, especially as the cost of imports increase in response to the deflation of Sterling.

The Buying British report revealed that 23% of consumers are more likely to buy British food in direct response to the UK’s decision to leave the EU. Additionally, only one in seven were inspired to do so by the result of the referendum last June, showing a strengthening of this stance.

However, much of the public’s purchase power is driven by cost rather than product origin. If the cost increased by 10%, three in ten people who look to buy it would choose foreign produce instead. This increases to three out of five if prices rise by a quarter.

Buying British is an allegiance expressed predominantly by older demographics. Eight in ten (83%) people aged over 55 prefer British food, falling to 57% for 25-34 year-olds.

Kate Fillery, an analyst at YouGov, said: “Since last June there has been much talk of boosting the economy of the UK by buying British. This research shows that this message is hitting home with a large number of consumers. However, with inflation increasing and household finances coming under pressure, for all the desire to buy British, many are willing to turn their back on domestically-produced food and products if prices rise.”

EU Referendum Brexit Marketing

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