The local provenance of food offers marketers a fresh theme and is an easier trend to latch onto than organic, which requires accreditation.
IGD uses a Department for Environment, Food and Rural Affairs definition of locally-produced food, as 'a food or drink produced within a particular geographical area and marketed as coming from that area'.
The IGD study found that 'locally sourced' means different things to different people. Some respondents said it meant food from within a 30-mile radius, others from within their county, while Scottish and Welsh consumers see local as from their country. Even 'British' qualified as local to some consumers.
Worryingly for big brands, 40% of respondents said they were likely to desert established brands for locally produced alternatives. Michael Freedman, senior research analyst at IGD, says: 'It's quite a high figure and shows action is needed to address this.' Brands should consider whether their strategies can be adapted to the specific needs of local markets, he says.
This might explain why some brands have incorporated the local issue into their marketing campaigns with such vigour. Walkers has based a large part of its activity over the past year on the fact that its crisps are made using 100% British potatoes. One ad featured Gary Lineker frolicking in muddy fields with potato farmers. In supporting work targeting the grocery trade, Walkers boasted that the campaign was 'sure to boost sales' as consumers 'increasingly seek locally sourced food'.
Similarly, McCain switched to using only British potatoes last year. 'Using 100% British potatoes reassures consumers about the provenance of our food,' says Simon Eyles, marketing director at McCain Foods.
Supermarket chains have been quick to embrace the trend, with all the major players, and smaller retailers, rolling out various initiatives. Tesco aims to increase its local product sales from £400m in 2008 to £1bn by 2011 and The Co-op has extended the number of products it sources from the UK.
Brands seeking to push their local credentials should be aware of the pitfalls, however, as Heinz discovered with its Farmers' Market range. Following complaints that it had implied the products' ingredients were actually sourced from farmers' markets, it changed its packaging.
Before companies set aside huge resources for local produce, it is worth remembering that the weather could have the last word. English hives have reportedly produced just 6000 tons of honey this year - half the usual amount - because of the wash-out summer.
Local produce may be on its way to toppling organic, but marketers of brands big or small should tread with care as they go back to their roots.