Czech consumers continue to prefer regional products, even though the range of food on offer is internationally diverse. A recent survey shows that origin and trust in local producers are decisive factors for many when shopping.
At a time when the selection of food is very diverse and foreign goods are readily available, this may at first glance seem like a relic of a bygone era. However, the opposite is true. When shopping for food, Czechs place great importance on the Czech origin of products. A recent survey by the discount chain PENNY shows that origin is important to more than 61 per cent of Czechs when buying food.
“The emphasis on Czech and local origin of food is not a passing fad among Czechs; this preference is permanent. Our surveys have long shown similar results to this year’s, and of course, we also observe this in shopping behaviour,” says Florian Naegele, CEO of PENNY.
According to the survey, the trust that Czechs have in domestic food producers and farmers plays an important role. More than 62 per cent of people trust them more than foreign suppliers. Women place slightly more value on products ‘being Czech.’
The main motivation for Czech consumers to buy domestic products is the desire to support local producers, as 60 per cent of people say. A majority of respondents state that by buying domestic products and raw materials, they are supporting the domestic economy. For women in particular, it is also very important that buying from a Czech manufacturer who is closer to home is more environmentally friendly, as the food does not have to be transported over long distances. Another significant group of Czechs buy Czech food because they see it as an expression of healthy national pride, which in turn is an important factor for men in particular.
The survey also showed that the preference for Czech origin varies by individual food and product categories. Czechs most frequently choose domestic baked goods (70%), milk (53%), beer (51%) or eggs (48%) exclusively or at least predominantly. However, when it comes to softdrinks (7%), Czechs prefer foreign products to domestic ones.
The survey was conducted in May 2025 with a sample of 1,016 respondents. The data was collected using the Instant Research application from the Ipsos agency.
