Coronation’s patriotism boost inspires young Brits to buy into ‘made in Britain’

April 20, 2023

As the nation gets set to celebrate the first coronation of a monarch in almost seventy years, the latest research from Mintel reveals a sense of patriotism will drive demand for all things British, especially among the nation’s young.

According to Mintel, just under half (45%) of consumers say the coronation makes them feel more patriotic/proud to be British. The regal affair is set to give a much-welcomed boost to Britain, as over a third (35%) of Younger Millennials (aged 27-33) claim the coronation has made them want to buy more ‘made in Britain’ products, compared to an average of 29% of Brits.

From commemorative mugs to royal-themed tea towels, royal-inspired memorabilia is proving particularly popular among the young as over a quarter (27%) of under-35s plan to buy this merchandise, compared to just one in ten (11%) over-55s*.

Meanwhile, appetite for limited edition coronation food peaks among the young as a third (34%) of 16-34s say they are likely to buy treats such as union jack cakes and specially packaged food or drink, compared to only 14% of over-55s**.

It’s not just royal-themed products that will receive a lift from Britain’s young pound. To get closer to the action, Millennials (aged 27-42) are the most likely to feel inspired to visit a royal site or attraction such as Windsor Castle (33%), versus a quarter (25%) of all Brits.

Cost of living to put dampener on celebrations

When asked about their plans for coronation day, around half (47%) of Brits are set to carry on as normal. The squeeze on incomes will have a significant impact on the nation’s celebrations, as half (50%) of 16-24s say the cost of living will mean they have to cut back on their celebrations versus an average of 38% of all Brits. For those celebrating, only one in ten will attend a street party (10%, rising to 14% of Younger Millennials); or go to a pub/restaurant/cafe to celebrate (9%, rising to 15% of Younger Millennials). Meanwhile, around one in twenty (6%) ardent royal fans plan to travel to London to watch the royal procession.

Despite money being tight, a quarter (23%) of Brits say plans for a low-carbon coronation have inspired them to celebrate in a sustainable way (ie using reusable cups or plates) –
which will bring music to the ears of Charles the ‘Green King’.

Overall, one in ten (10%) Brits are set to use the extra time off to get stuck into one of the nation’s favourite bank holiday pastimes – DIY and home improvements. However, less than one in twenty (4%) plan to participate in a ‘Big Help Out’ local volunteering project, rising to one in ten (10%) Younger Millennials.

Francesca Smith, Senior Consumer and Lifestyles Analyst, Mintel Reports UK, said:

“While there is a certain amount of apathy towards the coronation, Mintel expects Brand Britain to benefit from the big day, driven by an increased sense of patriotism among some Brits. With three in 10 Brits encouraged to buy more ‘made in Britain’ products, the buzz around the coronation is inspiring people to be proud of their British heritage and British goods.

“However, as money is tight for many and some celebrations will be muted, royal-themed merchandise still holds appeal as Brits look to commemorate the crowning of King Charles III with coronation souvenirs. The relatively affordable treats have captured the interest of young Brits in particular. Despite the perception that views towards the monarchy are shifting, our research shows that younger Brits are excited to celebrate the occasion, whether attending a street party, purchasing memorabilia or commemorating with limited edition treats. Many of these young adults will be making the most out of a reason to celebrate and the additional day off by putting on a party and having fun with family and friends.

“It is encouraging that so many Brits are planning to celebrate in an environmentally friendly manner, which is likely to please King Charles III, a committed environmentalist who has long campaigned for better conservation. But the fact that so few Brits are engaged in ‘The Big Help’ volunteering project, inspired by King Charles’ life of service, will likely be a disappointment.”

*This compares to an overall average of 19%.
**This compares to an overall average of 24%.

Mintel News

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