What is local? US consumer perception of local dairy foods

ABSTRACT Consumer interest in the local foods category has gained global popularity, and prior research has established consumer interest in local dairy products. However, there is no legal US definition of "local" as it pertains to food. This study determined consumer perception of "local" as it pertained to dairy foods. A mixed-method approach was used with 3 online surveys and in-person focus groups. The online surveys (n = >400 consumers per survey) consisted of sliding scales, maximum differential scaling, conjoint analysis, and Kano questions to assess dairy consumer definition, importance, purchase drivers, and effective marketing messages for local dairy foods. Data were evaluated by univariate and multivariate statistics. Focus groups (5 groups with n=27 consumers) included a pregroup shopping activity and discussion of emotions, motivators, and definitions of local dairy foods. A journey map was generated from focus group insights. Consumer definition of local was most associated with geographical boundaries such as region or state, as opposed to distance-based definitions. Local purchase drivers were associated with positive emotions and ethical and sustainability attributes. Consumer assumptions about local dairy foods were fresher, healthier, of higher quality, and improved animal welfare. Dairy consumers indicated they would look at the front of the packaging and store promotional tags to determine if dairy foods were local or not. Marketing imagery relating to state, region, or local resonated the most with consumers for communicating local with dairy foods. Certifications and package messages had little influence on consumer opinion. Understanding consumer perception of "local" can help the dairy industry more effectively position products.