Research Underscores Issues with Consumer Confidence Across All Food Brands

A recent survey of over 3,000 shoppers across nine countries found that despite frequent purchase of private food brands, consumers are concerned about the safety and quality of the foods they eat. The survey, “Global Consumer Food Safety and Quality,” was conducted by Trace One, a private-brand product-lifecycle management (PLM) solutions and transparency software

The survey results showed that:

• 95% of consumers buy private brands, but trust was not a driver of that action.
• Only 12% of the consumers surveyed said they wholeheartedly trust the safety of the private and national food brands they consume while 10% trust the quality.
• 27% do not even trust the information on food product labels.
• Nearly 75% choose private brands because of lower prices; 22% 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,” said Trace One CMO Chris Morrison. “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 key findings of the research were:

• Of those who do not buy private brands, 25% named fewer choices and 24% cited lower food quality as their top reasons
• 91% said it’s important to them to know where their food comes from.
• 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
• 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 United States and the United Kingdom. To learn more about this research, access findings here. For information about Trace One, visit www.traceone.com.