Most of the general public (64%) admit that it is important to shop local and pick groceries produced in Latvia, while 65% of respondents do this in order to support local producers financially. Despite this, the actions of the Latvian public fall short of their intentions, with only around half of the eager-to-support-local group, or 28.6%, attempting to purchase local products as much as possible, according to the latest Maxima Retail Compass industry survey. The survey covers analysis and reviews by experts on relevant changes to the shopping habits of the public, the pace of development of the Latvian economy and forecasts, as well as product patriotism and the willingness of the public to support local producers during COVID-19.
The survey on product patriotism also reveals that the wish to support Latvian producers and farmers is due to public perception that local products are fresher, as they “travel less” (46%); trust in the quality of local products and producers’ reputation (42%); as well as the view that local products taste better (31%).
“I am pleased that the public is willing to mobilise in the face of global challenges and support Latvian producers and farmers with their actions. Recognising our own role in offering this support, we at Maxima Latvija are constantly developing our partnerships with local businesses—now numbering 515 Latvian producers—and selecting local produce for our stores. We want to offer all shoppers a wide range of high-quality products made in Latvia; the proportion of fresh produce characteristic of Latvia is already around 70% on our shelves, and the number of local goods on offer has reached more than 10,000. By offering local products, we are not just complying with consumer demand for fresh, seasonal, high-quality, local Latvian produce; it is also a way of helping both local producers and the economy in general to overcome difficulties during an economic downturn as quickly as possible,” emphasises Maxima Latvija CEO Viktors Troicins.
When asked to evaluate the impact of COVID-19 on the frequency at which they purchase local products, 12% of those surveyed stated that the pandemic has caused them to buy Latvian products more often. Most respondents (66.5%) admitted that they purchase Latvian products at the same rate as before. Meanwhile, based on their personal support, just under a third (29%) of people, when asked if they do enough to support Latvian producers, answered affirmatively, adding that they try and purchase Latvian products as much as possible. Meanwhile, 42.5% of those surveyed state that they do not do as much as they would like, and they could buy local products more often.
The factor that would most help people further prioritise Latvian produce would be reduced prices for consumers, according to 72% of the public. Around half (46%) believe that the availability of Latvian products in stores must be increased, while almost 40% believe that local products should be highlighted more to ensure that they are recognisable and easy to spot on shelves. Almost equal numbers of people—almost a quarter of those surveyed—believe that purchasing local products will encourage the expansion and increased variety of available products, and also that the public should be educated on the benefits of supporting Latvian producers. Interestingly, it is the younger generation which is most active in believing the public should be educated on the benefits of Latvian produce, with 44% of those in the 18 to 24 age group expressing this opinion.
About the Maxima Retail Compass industry overview:
The Maxima Retail Compass is a comprehensive industry overview in which experts from the retail chain Maxima Latvija give their opinion on the current situation in the retail industry and its future development trends. It has been published since 2017, and the latest overview is the twelfth. The overview is based on Maxima Latvija data, in addition to support from the best researchers from market and public opinion research company SKDS, and data from the Central Statistical Bureau of Latvia. The survey was undertaken in collaboration with SKDS in September 2020. It involved 1005 Latvian inhabitants aged between 18 and 75. For the latest survey, particular attention was paid to the topic of product patriotism, investigating public shopping habits when choosing between local and overseas products.
Information for the media:
Liene Dupate-Ugule
Head of Communications, SIA "Maxima Latvija"
Phone: +371 26425420
Email: liene.dupate@maxima.lv
