RESEARCH REVEALS OMNICHANNEL GROCERY SHOPPERS SEE TRANSPARENCY AS ESSENTIAL ACROSS IN-STORE AND ONLINE SHOPPING

摘要

Nearly 81% of shoppers say transparency is important or extremely important to them both online and in-store, according to "Transparency Trends: Omnichannel Grocery Shopping from the Consumer Perspective," released by The FMI -The Food Industry Association and Label Insight which touts the rationale for how. The analysis offers the leading considerations among consumers for how they define transparency when grocery shopping. Key findings include: 1. Consumers evaluate core factors that make a brand transparent. Shoppers say a brand or manufacturer is transparent if they provide a complete list of ingredients (62%), the description of ingredients is in plain English (53%), provide certifications, such as USDAorganic (48%) and provide in-depth nutritional information (47%). 2. Responsibility for transparency is met with distrust. 61% of omnichannel shoppers believe manufacturers, brands or government institutions are completely responsible for providing detailed product information; however, less than one-half of shoppers completely trust product information from manufacturers and brands (41%) or from government institutions (46%). 3. Consumer needs have changed and transparency needs to evolve along with them. More shoppers are sticking to a diet or health-related eating program in 2020 (64%) than in 2018 (49%); and their shopping behaviors are impacted even more by food allergies, intolerances or sensitivities than two years ago, with 44% indicating this in 2018 and 55% in 2020.