Do consumers care more about price than they do about provenance?

May 19, 2010

The Marketing Society, May 19th, 2010

Warburtons has axed plans to launch its first loaf produced using only British wheat after it conducted research that it claims revealed consumers were put off by the concept.

Warburtons' decision to scrap plans for a 100% British wheat loaf clearly comes after detailed research into whether such a product would succeed.

It may also be the result of the need to differentiate more clearly from Hovis, which has shifted its entire portfolio to British wheat and gained ground on its rival.

That said, Warburtons is a very British brand and a British loaf would have sat well within its ranges. I doubt the feedback would have been against it and am certain most consumers would state they care about provenance.

However, the recession has made them more pragmatic and price-conscious. For now, the patriotic and environmental benefits of a British loaf have to take second place to economic realities. As better times return, we will have the chance to make decisions based on idealism and Warburtons has left the door open to reviving the British loaf in future.

Consumers do not care more about price than provenance, but do try to take the best decisions for their wallets and families.

- Vanessa Cohen
Partner
Prophet

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