Around half of British shoppers planning to do entertaining this Easter want to see more British and local produce on the shelves, a new survey has suggested.

The finding backs a trend towards greater consumer interest in the origin of food – 78% of shoppers say it matters whether or not their food comes from Britain, up from 55% who agreed with this six years ago.

The figures come from retail analyst IGD, which also found that 39% of shoppers who are entertaining this weekend want to see more food samples in stores, versus 32% of all shoppers.

IGD’s CEO Joanne Denney-Finch said that Easter provided an opportunity for British producers to show off their products.

“While Easter is the second biggest food and drink sales period of the year after Christmas, it’s not just about these two occasions. Other big national celebrations are the perfect time for food companies to collaborate and introduce more ‘in-store theatre’, such as food sampling and themed recipe ideas, to bring products to life,” she added.

Marks and Spencer is the flying the flag for one particular piece of British produce this Easter, becoming the first retailer to stock English asparagus this year.

Meanwhile, up to 56 towns and cities in the UK are taking part in the ‘Enjoy an Independent Easter’ campaign, which encourages shoppers to buy from independent traders.