Key takeaways

As much of life becomes intangible in the digital era, simple and authentic products that you can hold and understand are playing an increasingly important and reassuring role for consumers.

Knowing who has made what you are consuming, and where it has been made, are ever more important markers of product quality and safety.

Leading brands are not just telling product stories; they are helping consumers to experience the simplicity and origins of ‘real’ products for themselves.

Overview of the sub-trends 


How is this trend playing out in Ireland/GB?

Relevance in Ireland

68% of consumers agree that in order to support an economy regaining strength after the recession, it is important to buy Irish products, even if they cost more.

Irish consumers’ belief that becoming more self-reliant will increase the chances of succeeding in today’s world is significantly higher than the global average. A ‘do it yourself’ approach has never been so popular as it is in the post-recession climate.

Relevance in GB

In Great Britain, the importance of provenance in the food and drink industry has never been stronger.

Riverford, the organic produce home delivery company based in Devon, enjoyed growth throughout the recession, attributing its success to consumers’ refusal to compromise on quality and ethics.

Meanwhile, even the large supermarkets are answering the growing consumer desire to understand the people and places behind the products they buy.

Marks & Spencer’s ‘Meet the Farmers’, Waitrose ‘Meet the Waitrose Buyer’ and Sainsbury’s ‘Supply Something New’ campaigns are just a few examples of this, and Morrisons, M&S, Waitrose, Aldi and Co-operative are just a few of many retailers that have signed up to the 2015 Back British Farming campaign.

How dynamic are the sub-trends?

Thought-starters: How could you…?

Facilitate consumer engagement with the people and places behind your products? Could your consumer play a part in the creation of the product?

Emphasise the high quality craftsmanship and traditional aspects of your products?

Ensure your product is ‘as nature intended’, whether that means leaving the unnatural out, or incorporating the best aspects of the product’s provenance or seasonality.