Consumers cited several reasons for preferring local brands, but the majority said they prefer them for a better price/value and a positive experience with the brand. U.S. consumers also indicated to look for product labels claiming to be "locally grown" during their shopping trip.
As of spring 2015, the number of people who said they purchase locally grown food amounted to around 82 million. When asked how often they eat locally grown foods, over a fifth of U.S. consumers stated to eat local food twice a week in 2014. Another survey found out that 58 percent of consumers are somewhat satisfied with healthy food options available in their local stores and restaurants.
Restaurants incorporating local foods into their menu stand to benefit from this recent trend, and many already have. Local food options such as locally-sourced meats and seafood or locally-grown produce were a recurring theme in restaurants in 2016. Patrons of fine dining restaurants are particularly eager to see local food options on the menu.
Meanwhile, the term “local” remains subjectively defined. In a 2015 consumer survey, some 96 percent of shoppers felt that a product must be grown, produced, or processed within 100 miles of where it is sold to be considered “local”, while a large share of respondents would consider any product produced in the same state worthy of the title. Definition aside, buying and eating local food is important to many modern shoppers in their selection of a primary grocery store.