Research - protected food names, consumer research
Protected food names: consumer research
Purpose
1. This paper (published at the end of 1999) sets out some of the key results from European-wide research, which has just been completed, into consumer perceptions and attitudes towards PDO and PGI registered products. The research findings also have a bearing on traditional products registered as TSGs. The summary below will be of interest to producers with registered products and potentially eligible producers thinking of registration.
2. Defra is grateful for the help received from the researchers at Wye College in preparing this paper. The research on which it is based was funded by the EU and carried out at Wye College and a consortium of Universities across the Community.
Consumer profiles
3. The research examined which European consumers purchased registered PDO and PGI products in order to gain an understanding of their characteristics and what determines their willingness to pay. The findings are based on a sample of 1000 people in each of five European countries (including the UK) and detailed interviews with 200 consumers of protected products (including three from the UK).
4. Using statistical techniques which indicate the strength of any relationship between consumer attributes and their purchasing practices, the results show:
- older consumers are more likely to purchase protected regional products than younger consumers;
- income has a significant positive effect on the likelihood of purchasing a regional product;
- regional inhabitants are more likely to purchase 'their own' regional products than people from outside the region;
- the greater importance consumers attached to place of origin and to the presence of quality labels, the larger the chance of purchasing a PDO/PGI product.
5. The results also show that consumers are willing to pay more for the PDO/PGI protection label. This finding arises because consumers regard protected products as 'authentic', and of 'high quality' and believe their support will bring benefits to the area and people from where the product originated. In this study, the consumers of protected products were on average willing to pay 18% more for regional products with a PDO/PGI label than for products that do not have these protection labels.
Consumer awareness
6. The key is consumer awareness of the PDO/PGI labels. Eurobarometer surveys of quality food products were conducted in 1995 and 1998 by the EU. Each survey consisted of over 16,000 consumers across the Community.
7. The main findings of the 1995 survey are:
- 30% of Europeans said that origin (country or region) was a important criteria when they decided which agri-food products to buy;
- 76% of Europeans claim to consume food products produced 'traditionally';
- 50% of Europeans have heard of 'designations of origin' and four out of ten have bought such products;
The 1998 survey broadly confirms these findings though some percentages are higher and some are lower.
8. During 1997 researchers from Wye college conducted nine focus groups across the UK to find out how traditional regional foods, and the concept of PDO and PGI are perceived by UK consumers. The research was based on one registered cheese, one registered meat and one registered vegetable product.
9. There are two main outcomes. First, few participants had heard of a PDO. However, many people understood the intent as their responses ranged from, 'no-one else can use the name' to 'original authentic product'. In general, there was an understanding of what the term implied with many associating it with the 'appellation controllee' mark. Secondly, the focus groups' perceptions of 'place' was entirely positive as the three geographical names conveyed beneficial effects on purchasing decisions.
10. Defra concludes that geographical labels can be used to differentiate and add value to products. Along with other research findings, these results, suggest that geographical origin can help marketing strategies. There is also evidence to suggest that regional or local products are preferred to ones, which carry a more general 'British' origin mark.
UK Products
11. Some 33 products are now registered in the UK. There are further applications with the European Commission awaiting a decision and a considerable number in preparation.
12. Unlike their European counterparts, the majority of UK registered producers are not labelling their products with the approved Community logos. However, a number of the larger producers are now or are about to start using the logo to market their products. Use of the approved logo could prove to be an essential element of any marketing strategy for the product. It will also help improve consumer awareness and understanding.
13. The logos are the key way of informing the consumer and provide the only guarantee of geographical origin or traditional character and that the product is authentic.
14. In conclusion, registration provides more than just protection against imitation. The real value to producers can be in using the logos to market the product. Defra will continue to work to increase consumer awareness.
Page last modified: 23 August 2007