Data analysis and consumer insights: assessing barriers and opportunities for the production and consumption of domestic and organic food and drink - Phase 2

Defra's vision is to make our air purer, our water cleaner, our land greener and our food more sustainable.

As part of this vision Defra aims to increase the sustainability, productivity and resilience of the agriculture, fishing, food and drink sectors, enhance biosecurity at the border and raise animal welfare standards.

To deliver these aims, Defra requires a clear understanding of what is important to UK consumers when purchasing food and drink and to what extent market forces acting across the agri-food supply chain determine consumer purchasing behaviours.

This project will review UK food production data and consumer purchasing to develop the evidence base on the extent to which consumers are purchasing food with the following attributes (referred to as 'these attributes' in the rest of this document) across different product categories: - Domestically produced food - Organic food