Research shows lack of consumer confidence across food brands
Despite buying private food brands often, consumers are concerned about the safety and quality of the foods they eat, according to the results of a new survey.
The results of Trace One’s Global Consumer Food Safety and Quality study found that just 12% of those surveyed said that they wholeheartedly trust the safety of the private and national food brands they consume, while only 10% wholeheartedly trust the quality. In fact, more than a quarter (27%) of consumers do not even trust the information on food product labels.
Results revealed 95% of consumers buy private brands, but trust was not a driver of that action. Nearly three quarters of respondents said they chose private brands because of lower prices, whereas only 22% said they do so because they trust the product’s quality.
“The good news is that consumers worldwide have embraced the value of private brands, but the bad news is that they still do not trust the quality, safety and ingredient documentation of any food brand – be it private or national,” says Chris Morrison, CMO of Trace One.
“Consumers are demanding more information and want reassurances that the foods they’re eating are safe – and originating from reliable sources. Brands that go above and beyond to share accurate and reliable product information with consumers will ultimately be rewarded with increased consumer trust.”
Other findings of the research reveal:
- Of the 5% who do not buy private brands, 25% named fewer choices and 24% cited lower food quality as their top reasons
- 91% say it’s important to them to know where their food comes from, but nearly two thirds (62%) say they’re not provided with enough information about what’s in their food and its origins
- 84% of respondents believe food retailers and manufacturers are responsible for private brand food quality and safety
- More than one third (36%) believe food retailers or manufacturers don’t act quickly enough or provide timely information during health scares.
The independent online survey of more than 3,000 consumers was conducted in the summer of 2015 in Brazil, Denmark, Finland, France, Germany, Spain, Sweden, the US and the UK.
