Support for ‘Brand Britain’ businesses on the rise
More than half of the UK's consumers care about buying 'made in the UK' brands, however many consumers are unable to accurately identify British brands
Following the Brexit result, consumers increasingly want to buy from British brands and those that promote being ‘Made in the UK’ – according to new research from Rakuten Marketing.
The Brand Confidence Report, which surveyed 2,000 UK consumers, found that over 50% care about buying from British brands; a number which increases to 60% among consumers aged over 60.
Yet, despite this finding, a large number of consumers are unable to correctly identify British brands; suggesting they may not be as loyal as they say they are.
A third of the consumers polled considered British Airways to be a foreign business while approximately 90% were unable to identify SuperDry, Caffe Nero and Hotel Chocolat as British brands.
What’s more, consumers are far more likely to favour heritage brands over newly-established retail businesses. Consumers said they believe that heritage brands, such as John Lewis, Marks & Spencer and Next, are ‘more likely’ to still be in business in 10 years’ time.
On this latter finding, Rakuten’s Nick Fletcher has commented: “The brands that people expect to be in business in 2026 are the heritage players on our high street at the moment.
“Although there is a new era of companies driving their businesses through apps, for example, it’s still legacy brands that win out in the minds of consumers as having staying power. Brits cannot imagine the retail environment without these brands.”