New polling shows Brexit branding hit to consumer confidence

Almost one in five (18%) have said they are less likely to buy products labelled ‘Not for EU’ which will be a requirement on all British meat and dairy produce from October 2024. 

The poll of 1,027 people undertaken by Survation on behalf of Best for Britain suggests that hard-pressed British farmers and retailers could face new financial strain from a lack of consumer confidence caused by the Government’s Brexit deal.

The poll also revealed that only three in ten (28%) understand where ‘Not for EU’ products are manufactured, suggesting confusion among consumers, something that could increase as new and one-sided trade deals with countries like Australia and New Zealand increase meat imports from these countries.

Despite these new labelling requirements being an outworking of the Government’s Brexit deal, just under half (45%) of respondents think the UK Government is responsible for the new labels, and their negative impact on consumer confidence.

Naomi Smith, CEO of Best for Britain said,

“Almost every agricultural challenge has been made more difficult by Brexit and this government has continued to hammer farmers and food suppliers with terrible new trade deals which undercut British standards.

“The next government must commit to a Youth Mobility Scheme to tackle labour shortages, an independent board of trade to protect farmers from fire-sale trade deals, and beneficial regulatory alignment with our largest market to slash red tape.”

The poll

Poll conducted by Survation on behalf of Best for Britain Limited. Fieldwork Dates 10th - 12th January 2024. Sample Size 1,027 UK residents aged 18+. The survey was conducted via online panel. Invitations to complete surveys were sent out to members of the panel. Differential response rates from different demographic groups were taken into account.

Full data tables available here