The ‘Value of Welshness’ report has been tracking consumer attitudes for a number of years and shows that within Wales, there is a strong underlying desire for Welsh food and drink, with eight out of ten respondents saying they would choose like for like Welsh products over other country of origin products, and nearly two thirds would pay more for Welsh products, which is up massively from 44 per cent in 2017.
In addition, a significant proportion choose retailers or food-related venues at least partly on the basis of whether there is a good range of Welsh products available, with ‘Welshness’ holding a broad range of positive connotations, such as ‘Fresher’, ‘Better Tasting’, ‘Better Quality’, ‘Sustainable’ and ‘Natural’.
But these sentiments are not only confined to Wales, with shoppers in England also having a positive perception of brands with provenance, and regarding Welsh produce in a similarly high regard as people within Wales, underlining the brand value of Welsh provenance.
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