What we found out when speaking to you?
Research by 3Gem Research & Insights finds the true extent of Britain’s love affair with Cornish pasties – and how provenance and heritage counts.
An overwhelming majority (89%) of consumers would expect a traditional Cornish Pasty, made in Cornwall, to contain British meat. In fact, knowing that a product contains British meat would make eight out of 10 (78%) consumers more likely to buy it.
The data reveals transparency and honesty makes a big difference as well. Nearly three quarters (72%) of consumers would feel frustrated if they purchased a food product that was labelled as British, or displayed a Union Jack Flag, but then found out that the main ingredient wasn’t British or was just a small part of the product.
The Cornish pasty has become a fond part of British culture - well over half (56%) of consumers eat a pasty or sausage roll at least once every two weeks - whether it’s part of a weekly treat, a seaside staple or something they pick up to eat on their lunch break.
To be classified as a Cornish Pasty with Protected Geographical Indication (PGI) status, certain criteria needs to be met – they must be made in Cornwall, contain a minimum of 12.5% meat and have the edge sealed by crimping.
Other key findings
Two thirds (66%) of consumers are more likely to buy food items from a B-Corp accredited brand.
65% of consumers say it’s important that the pasties they eat are made in Cornwall, as opposed to a machine-mapasty which is made anywhere in the UK
42% of consumers are interested in plant-based and meat free pasty options.
Nearly half (46%) of consumers say that eating a pasty holds Cornish holiday nostalgia for them.
The Phat Team