Consumers are more likely to shop for food based on its quality and history than its environmental credentials, one expert has noted.
The British Food Fortnight said this week that although people are filling their fridges and freezers with well sourced produce, this was probably due to a focus on taste rather than environmental concerns.
Alexia Robinson, a spokeswoman and organiser of the event, said: "I think what's driving habits more is a desire for quality and taste.
She added that people were concerned where their food was coming from, how it was being produced and whether or not it was a result of quality farming processes "rather than a mass-produced product".
Recent research from IGD showed that 47 per cent of UK shoppers would prefer to buy locally-produced food, but that they were concerned that such products were not readily available.
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