Half of Brits Confused Over UK-Grown Fruit & Veg, Finds Survey
- 5 minutes ago
- 3 min read
New research suggests that many British consumers remain unaware of the breadth of fruit and vegetables that can be successfully grown in the UK, highlighting an opportunity for fresh produce growers and retailers to strengthen provenance messaging and drive demand for domestic produce.
Commissioned by Aldi, the survey of 2,000 UK adults reportedly found that half of respondents did not realise that vegetables such as aubergines, courgettes, and peppers can be grown commercially in Britain.
Other products commonly assumed to be imported included sweet potatoes, sweetcorn, blueberries, cherries, asparagus, and cucumbers.
The findings point to a persistent disconnect between consumers and modern UK horticulture at a time when support for British farming remains high.
While eight in ten respondents said backing British farmers is important to them, only 27% actively consider whether fruit and vegetables are UK-grown when making purchasing decisions.
The data underscores the opportunity for stronger communication around what can be produced domestically, particularly as advances in protected cropping, varietal development, and season extension continue to expand the range of produce available from UK farms.
Retailers also have an opportunity to better highlight British-grown options in-store and online.
“With so much food available year-round today, it’s understandable that many people reach for the same staples and assume certain fruit and veg must be imported,” pointed out Julie Ashfield, chief commercial officer for Aldi, which has committed £5bn to long-term sourcing agreements with British suppliers.
“But plenty of those everyday ingredients can be grown here in the UK. We know shoppers care about backing British farmers, and shopping more seasonally can be an easy way to bring more variety to mealtimes while supporting British growers.
“That’s why it’s so important to continue investing in British suppliers and making seasonal produce more visible and accessible for customers,” Ashfield added.
Top 10 Items Brits Were Unaware Are UK-Grown:
Kiwi
Aubergine
Peppers
Sweet potatoes
Sweetcorn
Blueberries
Cherries
Courgettes
Asparagus
10. Cucumber
Changing Purchasing Habits
The survey found that 43% of consumers lack confidence in identifying seasonal produce, suggesting clearer seasonal merchandising and provenance labelling could help shoppers make more informed choices.
Indeed, some 68 per cent of respondents agreed that fruit and veg tastes better when eaten in season, with strawberries given as a clear example.
Gen Z was the most confident generation for seasonality understanding, more so even than older age groups.
The research further revealed that nearly half of consumers (47%) tend to cook the same meals throughout the year, with many relying on familiar ingredients and recipes.
This highlights the challenge of changing consumer purchasing habits, and suggests growers and retailers may need to work harder to encourage trial of lesser-known produce through education, merchandising and recipe-led promotions.
Price, meanwhile, remains the primary driver of purchasing decisions, with 56% of consumers citing cost as their main consideration.
Promotional activity also has a significant influence, with 46% saying supermarket deals affect what they buy.
Meanwhile, 49% prioritise nutritional value and health benefits, while convenience is a key factor for 36%, according to OnePoll.com figures.
Overall, the findings present a challenge for the fresh produce sector but also an opportunity to encourage trial through recipe inspiration, seasonal promotions, and educational campaigns that showcase the diversity of British fruit and vegetables.
As concerns around food security, sustainability, and support for domestic agriculture continue to grow, the research suggests that greater visibility for UK-grown produce could help bridge the gap between consumers' stated desire to support British farming and their actual purchasing behaviour.
For growers and retailers alike, the message is clear. Consumers are willing to back British produce, but many still need help recognising what British horticulture can deliver.