The survey found that just 17 percent of adults buy local products and services as often as possible. These "True Locals," as Mintel dubs them, are willing to pay a higher price, and they'll even buy local if competitive products are better.

But the overwhelming majority of American shoppers don't feel so strongly. Mintel identified 30 percent of survey respondents as "Aspirational Locals" who say they would purchase local goods and services but don't know where to find them. Twenty-seven percent of adults are "No Locals," not caring where their food and services come from.

Mintel's survey found that people who purchase local goods most frequently purchase food. Although local fruits and vegetables are most popular, approximately one in four shoppers buy local baked goods, meats or cheese/dairy products once a week or more.

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