The Value of “Welshness”

The Welsh Government has commissioned a series of research to better understand the “Value of Welshness” to shoppers and guests in Wales and across GB. Each piece of research demonstrates that shoppers and guests desire more Welsh Food and Drink in retail and out of home venues.

Title Description
Value of Welshness 5 - Retail

The latest instalment of the Insight Programme’s Value of Welshness research. This presentation includes new insight into shoppers' desire for Welshness and their perceptions of which retailers are doing Welsh well.

Presentation Slides

Value of Welshness 4 – Eating and Drinking Out of Home This presentation reveals key insights into guest and venue perceptions and attitudes towards Welsh food and drink OOH, highlighting that guests would like to see more Welsh food and drink OOH. It also provides detail about public sector sourcing attitudes to increased Welshness.
Value of Welshness - In-depth research to assess consumer attitudes to Welsh products and branding  Understanding how shoppers perceive Welsh food and drink is critical for
building strong Welsh brands that can thrive in a competitive and dynamic
In this research, we strive to unpick consumer emotions associated with Wales
and their linkages to the food and drink of Wales.
The aim is to understand where the associations are strongest, how the
attributes of Wales can be conveyed by language, branding and packaging
and how Welsh producers can maximise their potential.
Shopper Desire for Welsh Produce Research showed that GB and Welsh shoppers had a very high opinion of Welsh food and drink – saying that they thought it was great quality, natural and fresh. With such strong endorsement for Welsh products, we wanted to test how shoppers really behaved when out shopping, to see whether shoppers preferred Welsh when faced with a choice.
Welsh Food and Drink in Visitor Attractions The study was commissioned by Welsh Government who wanted to better understand the extent of Welsh food and drink provision within visitor attractions in Wales; their reasons for doing / not doing so; and the extent of desire among visitors to buy local Welsh products