Buying local is fashionable and so much the better

The current context is pushing many consumers to turn to local, eco-responsible or organic alternatives. Driven by climate and societal issues, they are changing their habits and putting the planet and their health first. Previously, the local market was limited to a limited target, but now it is much more established. The latter is for everyone, in other words: it is becoming more democratic. Easy access, competitive prices and an expanding supply are the driving factors behind this pleasing growth.

Local becomes global 

Until now, local often rhymed with modesty. This supply does not occupy an imposing place in the food market and the demand consists of a small part of the population. Consumers are articulated under different personas but certainly do not represent the general public. A more affluent population, paying particular attention to organic products, better informed or simply having points of sale nearby. Local is still a niche that is part of a market dominated by large agri-food groups. However, the latter meets a specific and particularly contemporary expectation: the quest for sustainability. Indeed, we are all aware of the current climate and societal issues, de facto, our consumption habits have a significant impact. Buying local and sustainable means contributing to (and campaigning) for a fairer world. In fact, local is attracting and reaching more consumers. 

With this surge of awareness, new possibilities for consuming local are emerging. Many shops, grocery stores, cooperatives are emerging everywhere and offer a lot of alternatives. We can even see the emergence of chain stores that establish sustainability and local as a watchword. Structures such as The Barn offer a wide selection of organic and local products in their various points of sale and help to make them accessible. 

Organic and local products are in the process of leaving the niche market and this is very good news. It is probably by democratizing access to this type of product that habits and mentalities will continue to evolve.

Local goes online 

In addition, the current era comes with its share of technological innovations that make the space even more accessible. Social networks obviously contribute to making the phenomenon more present in the public space. The representation of the local contributes to its expansion. 

But a decisive factor in the accessibility of this market is the creation of specialized e-commerce sites. E-commerce is also evolving and gaining a lot of popularity. The meeting of these two rising players (local and e-commerce) would therefore be a very good thing. This symbiosis guarantees a bright future for these two protagonists.

Local goes viral

Many of the players in impact e-commerce are already familiar with Kazidomi, but another site is popular at the moment: eFarmz. Muriel Bernard, founder and CEO of eFarmz, says she has noticed a clear evolution in the world of local (online) products. This type of platform contributes greatly to the democratization of tomorrow's consumption habits. The CEO also testifies to the major sales on the site: family dishes such as lasagna or vegetarian options. We can therefore observe a certain trend among consumers who mostly buy complete boxes, with a view to homemade preparation. Discover the report in question here.

The general public is indeed in demand for this kind of offer. Local is in fashion, and so is online. It is not a question of co-dependence, but we can admit that these two actors pull each other up by working in unison.

Local becomes normal

By getting out of its niche, local offers the possibility to a lot of consumers to finally be able to consider sustainable purchasing. The opening of this market is a boon for most people and allows more players to change their consumption habits. Product discovery, the search for quality, the short circuit, the practicality of access, so many elements that contribute to this revival of the traditional supermarket shopping model. The store becomes local while being everywhere, at any time. Thanks to all this, the local is finally gradually becoming the norm.

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