Almost half of those shoppers who plan to buy British during their food shop fail to come good on their intentions, a new poll has found.

Two-thirds (65%) of shoppers polled by Ipsos Marketing said they liked to buy British food to support the economy (65%). But just 37% do their best to ensure most of their groceries are sourced in the UK.

A quarter of shoppers said they believed British food was more expensive than imports, while a mere 15% had heard of British Food Fortnight.

Shoppers over 55 were found to be far more interested in British provenance than younger consumers, while customers of The Co-op were most concerned about buying British than at any of the other major supermarkets.

“The public clearly see British food as great value for money personally and great value for the economy locally, but it is still clear that other factors influence how people fill their shopping basket,” said John Coll, director of Ipsos Marketing.

“The big challenge now is getting a wider audience to buy British.”

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