Survey: Consumers demand deeper transparency from food brands, retailers

Nearly two-thirds of grocery shoppers would switch to brands that disclose more than just ingredient and nutritional information, according to FMI–The Food Industry Association and NielsenIQ


While the COVID-19 pandemic has drastically impacted America’s grocery-shopping patterns, consumers continue to care deeply about transparency — and favor food brands and retailers that share information readily. But as new research by FMI–The Food Industry Association and NielsenIQ reveals, shopper perspectives on transparency have evolved, running much deeper and broader than just a few years ago.

According to the “Transparency in an Evolving Omnichannel World” report, which presents survey data from 1,035 U.S. adults who grocery shop for their households, today’s consumers want food brands and retailers to share more than just ingredient lists and Nutrition Facts. They also seek information about manufacturing practices, ingredient sourcing, company sustainability efforts, and more. Full disclosure of such details, most shoppers believe, is a key indicator of transparency, which is critical to earning their trust and loyalty.

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