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 UK 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?
“There needs to be a better balance between being competitive on price and opening up opportunities for both the consumer and the producer.
“In terms of seafood, many lesser known British species are highly nutritious and affordable – so why is there not more of it on the shelf?
“Many local species are caught and never make it to supermarket shelves.
“The sad reality is that most of the fish that’s found in UK supermarkets is imported.
“Retailers are reluctant to price match popular species like Cod and Haddock in support of British fishermen against fish from abroad.”;
When it comes to seafood, 68 per cent would buy more produce that was clearly labelled as British in a supermarket, according to the OnePoll data.
But there is a low awareness of what local fish is on offer in UK waters, with consumers seemingly unfamiliar with species such as hake (21 per cent) megrim sole (six per cent) and gurnard (10 per cent).
Although 30 per cent of those who buy or eat seafood said access to a wider variety of local species would make them eat more British.
Gavin O’Donnell, from Discover Seafood, added: “This research reveals a huge missed opportunity for consumers and retailers.
“Consumers have a low awareness of of British seafood, many say a wider choice would encourage them to eat more and this could be a sales driver for supermarkets.
“There is an opportunity for everyone to explore what the UK seafood industry can offer.
“It benefits local producers, and supermarkets can help drive awareness of what’s local to the UK by expanding their offering.
“This would allow consumers to enjoy more high-quality local food.”;
