The third annual A.T. Kearney survey of U.S. shoppers' local food-buying habits finds that local food has made the leap from a "hot" consumer trend to a central growth driver for grocery retailers and restaurants. Two years ago, when A.T. Kearney conducted its first study of local food-buying habits, merely offering local food was a differentiator for retailers. In 2015, participation in the local food category is table stakes and merchandising excellence in the category is critical for growth.
For this year's study, A.T. Kearney surveyed more than 1,500 U.S. shoppers who indicate they are the primary shopper or share shopping responsibility in their households. The report summarizes the findings of the study and provides retailers with specific recommendations for growing their share of the local food market.