65% residents want to economically support local producers

The majority of residents (64%) admitted that when choosing food products, it is important for them that they are produced in Latvia, and 65% respondents want to economically support local producers in this way. Despite this, the actions of Latvian residents fall short of expectations, as only about half, or 28.6%, try to purchase domestic products as often as possible, according to the latest industry survey “Maxima Retail Compass”. The survey includes research and expert comments on the most current changes in residents' shopping habits, the pace and forecasts of Latvian economic development, as well as product patriotism and residents' readiness to support local producers during Covid-19.

The study on product patriotism also revealed that the desire to support Latvian producers and farmers is followed by the perception of residents that local products are fresher because they "travel" less (46%), trust in the quality of domestic products and the reputation of producers (42%), as well as the opinion that local products taste better (31%).

When assessing the impact of the spread of Covid-19 on the frequency of purchasing local products, 121% of respondents admitted that they have started to buy Latvian products more often due to the pandemic. The majority of respondents (66.51%) admitted that they continue to buy products made in Latvia approximately as often as before. Meanwhile, when assessing their personal support, less than a third (291%) answered in the affirmative when asked whether they provide sufficient support to Latvian producers, explaining that they try to purchase Latvian products as often as possible. In turn, 42.51% of respondents admitted that their actions fall short of what is desired and they could buy local products more often.

Consumers would be best motivated to give even more preference to food produced in Latvia, 72% residents are convinced. Approximately half (46%) believe that the availability of Latvian products in stores should be promoted, while almost 40% believe that local products should be highlighted more so that they are recognizable and better visible on the shelves. Approximately the same number of people – less than a quarter of those surveyed – emphasized that the purchase of local products will be promoted by expanding the available range and diversifying the assortment, as well as educating residents about the advantages of supporting Latvian producers. Interestingly, it is the younger generation that actively advocates for educating residents about the advantages of supporting Latvian producers – this opinion was expressed by 44% respondents aged 18 to 24.

The latest “Maxima Retail Compass” industry review “Product Patriotism – Who is the Real Beneficiary? Residents, Economy and Environment” can be found here: https://www.maxima.lv/par-uznemumu/kompass

About the industry review “Maxima Retail Compass”:

“Maxima Retail Compass” is a comprehensive review of the retail industry, in which experts from the retail chain “Maxima Latvija” provide their assessment of the situation in retail and its development trends. It has been published since 2017 and the latest review is already the 12th in a row. It was created based on data from “Maxima Latvija”, as well as by attracting the best researchers in the industry from the market and public opinion research center SKDS and using data from the Central Statistical Bureau and other sources. The study was conducted in cooperation with the research center SKDS in September 2020. 1,005 Latvian residents aged 18 to 75 participated in it. The latest review pays special attention to the topic of product patriotism, clarifying the shopping habits of residents when choosing between local and foreign products.