Why Britain backs more brands
20 February, 2013
The British public is more supportive of brands than recently hyped media stories about local opposition to big-name openings might suggest, Peach BrandTrack research shows.
But while those opposing the addition of brands to local communities might be vocal, there are many more people who are either supportive or indifferent to them.
October data from Peach BrandTrack’s poll of 5,000 consumers found that only one in four (27%) said they didn’t want to see any more branded chains launching nearby. In contrast, 32% agreed that new branded restaurant and coffee chains would be a welcome addition to their area, with another 42% claiming to be not bothered either way.
The survey also uncovered evidence that people generally want a wider choice of places to eat out—again suggesting that the addition of brands would be a welcomed. Two in five (42%) said their local choice of places to eat out was only quite good, with nearly a third rating it either average (22%), not good (8%) or not very good at all (3%). Only a quarter (26%) rated their local choice as very good.
Perhaps the most revealing finding was that younger people are much more in favour of brands than the older generations. Only 18% of 18 to 24 year-olds said they didn’t want to see more branded openings in their local areas—compared to 35% of those aged 65 or older.
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