Data analysis and consumer insights: assessing barriers and opportunities for the production and consumption of domestic food and organic food

This project will review UK food production, retail, and trade data, relevant literature, and consumer purchasing data to investigate the extent to which consumers are purchasing domestically produced food and organic food according to different product categories. Where there are variable rates of purchasing, the research will explore and explain the underlying reasons for this, both market-driven and consumer-driven. The evidence from this project will build Defra's understanding of consumer purchasing behaviours. This evidence will also support Defra in identifying market opportunities for domestic producers and organic producers and better understand the barriers to growth. This project requires the contractor(s) to have expert knowledge of domestic and organic agri-food supply chains and a good understanding of the domestic and organic food and drink markets. It will also require the Lot 2 contractor(s) to have experience in conducting consumer research (quantitative and qualitative) and undertaking quantitative analysis using purchasing decision data (e.g., structural equation modelling). It is expected that this project will be split into three phases across two lots.

Lot 1 1. An assessment of different types of market shares for domestic and organic food and drink according to different product categories 2. An evidence synthesis to outline the underlying factors which determine these market shares, why UK and organic producers may not be meeting consumer demand in some categories, and the barriers and opportunities to increasing these shares. This could include an element of primary research. Lot 2 1. A consumer research project to identify the attitudes and values which determine and mediate revealed purchasing behaviours of domestic and organic food and drink by product category.

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