Eight in 10 shoppers think retailers should make it easier to identify British goods in stores.
A poll of 2,000 adults found 59 per cent would prefer to buy produce that is grown, made, or harvested in Britain, with eggs, milk, potatoes, and fish among the items they are most inclined to seek out.
While competitive pricing (57 per cent), supporting British businesses (51 per cent), and food safety standards (47 per cent) are the top factors that influence shoppers to buy from local suppliers.
But there is a feeling among the public that both the government (76 per cent) and supermarkets (77 per cent) need to do more to support British fishermen and food producers.
With 48 per cent of shoppers stating they check labels on food they pick up.
The research was commissioned by Discover Seafood, an initiative run by The Fishmongers’ Company, which is urging supermarkets to stock more British species to meet consumer demand for local produce and support fishermen from these shores.
Spokesperson Gavin O’Donnell said: “There is lots of great local produce available to consumers but knowing where to find it can be a struggle.
“It’s clear demand is there for food grown, caught and harvested in the UK so where is the support from retailers?
