When you go grocery shopping, what questions pop into your mind?
The answer to that question probably varies from shopper to shopper. But there are five things many shoppers say they wish they understood better when pushing their cart through the store, according to a recent survey from DNV GL. (The company offers testing, certification and advisory services to businesses.)
Shoppers most commonly said they wish they had more information about these things related to the products they buy:
- Product content clearly indicated: 24.5%
- Origin of the product/ingredients: 24.4%
- Proper hygiene to prevent contamination: 22.5%
- Sustainable packaging to reduce plastic and other waste: 21.8%
- Food safety secured from farm to fork: 21.3%
As part of the survey, 4,500 consumers in 15 countries, including the U.S., were asked about their food purchasing habits.
In general, respondents said food safety (55%) and health issues (53%) were of greater concern than the environmental and social aspects of shopping.
In fact, shoppers showed relatively little interest in making sure the products they buy conform to standards around reduced greenhouse gas emissions (10%), human rights (13%) or animal welfare (16%).
Instead, shoppers say food safety is paramount. According to a GNV GL announcement about the survey:
“Consumers are even willing to pay more for products that they trust. If the product information is verified or if the product or manufacturer is certified to a food safety standard, 69% are willing to pay more. … The survey suggests that there is a huge upside for the food industry in improving communication to consumers on food safety and other product characteristics.”
Getting more out of grocery shopping
The survey results are just the latest to show that consumers remain wary of what they find in the grocery store. And they may have good reason to feel that way.
As we reported earlier this year, 84% of major food retailers earn a failing grade in keeping the public aware of food safety recalls, according to the U.S. PIRG Education Fund, a nonprofit consumer advocacy organization.
For more tips on getting the most out of grocery shopping, check out: