Food Trust by the Numbers

Consumers confusion has led to diminished trust in the food and beverage industry. To regain this, it’s important we answer consumers’ questions by being transparent about how food is made, what ingredients are used and how employees and the environment are treated. Kerry is helping manufacturers develop better end-to-end visibility in ingredients, which allows consumers to feel safe and confident about the choices they make for themselves and their families. Here’s what we know about the shift in consumer confidence, and how to build back trust in your brand.

To learn more, read “Regaining Trust in the Food and Beverage Industry."

1. Impact of online

Conflicting information has left consumers suspicious and looking online for reassurance.

Control is in the consumers’ hands as they use the internet to decide what brands and products are trustworthy. Companies must engage with consumers online to stay relevant.

56% of adults agree that the increased ability of consumers to communicate and find information is forcing companies to become more transparent1.

2. Food Fraud

Increased awareness of food scandals has made consumers look beyond the label for credibility.

Publications like the Food Fraud Database help consumers identify the ingredients most at risk of tampering and greater transparency allows consumers to trust2.

3. Sincere Stories

Consumers find it easier to trust brands when they understand the story behind the product.

Smaller manufacturers like craft beer brewers, have shown that telling a story beyond the basic facts helps consumers engage with the brand.

42% of consumers find smaller grocery brands/companies to be more trustworthy3.

4. Food forgiveness

Consumers are empathetic when companies react swiftly and take a proactive approach to problems.

Consumers reward transparency and accountability with increased trust.

50% of adults agree that companies can be forgiven for making mistakes if they quickly own up to them1.

5. 'Where are you from?'

As food production becomes more global, consumers’ connection with food becomes increasingly disjointed.

Highlighting where food is sourced from helps consumers trust suppliers and producers.

For more than 2 out of 3 consumers, purchase and product loyalty are subject to understanding where their food comes from4.

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To learn more, read “Regaining Trust in the Food and Beverage Industry."

1 Mintel 2017  |  2 www.foodfraud.org/ 2018  |  3 GlobalData 2017  |  4 KerryConsumerFirst 2017