Like many, many years ago, consumers are buying products that are generated in close proximity. If your grandparents or great-grandparents had no choice but to be content with the potatoes grown in the vicinity, the milk from the corner dairy, and the clothes that the neighborhood dressmaker sewed, their grandchildren and great-grandchildren, who can check phone number owner in pakistan access everything they It is manufactured in practically any place in the globalized world, they have launched themselves to consume everything that comes close. Handcrafted beers have appeared in practically any medium-sized city, hypermarkets have been filled with shelves based on regional food and traditions, markets and food markets have seen new generations of customers pour in, and fairs and Craft markets have sprung up on every corner.
The local, the close, is in fashion and, as they conclude in a Euromonitor analysis of its rise, the local is already in some cases a more powerful label than the organic. Interest in local is fueled by the nostalgic boom. A study in the Journal Research Consumer recently noted that nostalgia drives consumers to spend more . The brands of the past are also remembered with more affection and with more positive eyes than those of the present (this is what could be the reminiscence bump applied to consumption: the elderly remember the past more and better than the present or the immediate past), which makes us feel happier again consuming them and brings us closer to a time that we think is more golden.
Added to this is the current situation: the context is driving local consumption. On the one hand there is the economic crisis, on the other hand globalization and the challenges it creates and on the other hand the increasing awareness of consumers. Consumption movements with principles are increasingly common and among their principles are often those of – whether for economic or ecological reasons – to focus on production in proximity. As you remember from Euromonitor, as early as 2007 the New Oxford American Forex Email List Dictionary chose the word locavore as the word of the year. Lovacores are those consumers who focus on creating the lowest possible carbon footprint and therefore not only care about the environment but also focus on consuming local products.
On the other hand, the media, they recall in the Euromonitor analysis, have created an environment conducive to the local. The foodies do nothing but praise the virtues of many products that were not consumed since the time of our grandparents, new gourmet spaces are getting closer to the grocery old and great chefs have taken to the kitchen proximity and reinvention of the local. “The local product is considered to have higher nutritional values than imported ones since it has suffered less from slow transport times,” he explains.Daphne Kasriel-Alexander, Consumer Trends Consultant at Euromonitor. Added to that is the feeling that nothing tastes like it did before and the idea that returning to tomatoes grown a few kilometers away will improve this undesirable situation.
The effects that the local boom is already having
The idea of the local is also added to other trends, such as slow consumption . The movement began mainly associated with food, slow food . Breaking the trend of eating fast and eating anything, the idea of spending time with food and making it a pleasure in a way was imposed. From there he jumped to practically anything: from slow reading , recovering the pleasure of reading calmly, to slow TV, a surprising movement very popular in the Nordic countries (where there are even television channels dedicated to it) that basically consists of broadcasting things that must be seen without hurry, such as a slow train trip and many hours (and that for certain has ended up being incorporated into British Airways’ inflight video offering).
Consumers value the intangible benefits of all these things. In fact, they are more than willing to pay more for products and experiences like that. A study , led by the University of Arkansas, indicated that consumers are willing to pay more for local produce, because they consider it fresher and healthier. And another eMarketer study pointed out that they support small businesses because they feel they are supporting the local industrial fabric, as well as receiving a much more consumer-focused treatment.
The effects that local consumption is having are already more than tangible. The markets farmer are trend in the United States, but not to go so far. Going to the market is the new cool in consumer practices in Spain and younger consumers (especially hipsters ) are beginning to mix with the grandparents who never gave up their fishmongers and their head butchers in their stalls. Despite the crisis, and we continue to talk about Spain, shops selling local products with a certain vocation for quality have not stopped appearing (and they have not had to close their doors en masse).
And, in recent years, the idea of urban gardens has become fashionable. Not only the municipalities are taking advantage of the dilapidated spaces that until now were full of weeds for their citizens to plant, the terraces and balconies have been filled with pots with cherry tomatoes or with elaborate structures that serve to grow different types of plants. Brands have to play this game The millennials believe that brands should support good causes, but they are not alone. Consumers generally believe that the brands and companies behind them should support good causes. Obviously for all of them local commerce is a good cause. And, whether or not it is, that’s what they expect when they consume. Large companies have, in fact, begun to think locally. Firms like Coca-Cola have adapted to the idiosyncrasies of some markets, as highlighted by FastCompany. And others do nothing more than emphasize how close they are despite their multinational status. McDonald’s, for example, a few years ago organized tours of its production centers in Spain for its consumers to show them that what they were consuming came from their field.
Brands, as Euromonitor explains, are beginning to make the local condition of their products more visible. Some are allowing their consumers to go back up the production chain to find out exactly where what they are buying is coming from, others are bringing manufacturing centers from emerging markets to nearby markets, and still others are emphasizing issues of cultural heritage. (And considering how well some fast food chains in the United States are doing, such as Chipotle, the strategy is not working badly at all). Even in Dublin, they remember from the analysis firm, a place that does not have much to do with the history of coffee, the latest – and the big trend – are the coffee shops that have their own coffee roaster. And although critical voices have appeared (not everything local has to be better by necessity) the boom of the near is already the next and immediate consumer trend. For the brands we will therefore have more than to put the batteries to be up to the task.