A new report has revealed that 52% of consumers asked said they would like to see either locally or regionally produced bakery products in their supermarkets.

The Regional and Local Food & Drink report by research company Adsearch, which looked at all areas of food, found that 65% of respondents said they wanted to buy local and regional products in order to support the local economy, 53% to support small scale production and 51% to get fresh quality flavours.

The report also revealed that many consumers believe every supermarket should sell a local and regional range, defined as being within 27 miles of the shop. However, many also commented that it was often hard to distinguish when products were local, and so they preferred to shop at farmers’ markets or farm shops.