More grocery shoppers want transparency with sourcing, research finds

Dive Brief:

More than three-quarters (76%) of surveyed grocery shoppers say transparency about ingredients and how food is made is important, up from 72% and 69% who said the same in 2021 and 2018, respectively, according to new research from FMI – The Food Industry Association (FMI).

Customers’ desire to receive more information from brands has increased in the past two years and transparency drives more consumer trust, loyalty and purchases.

As shoppers step up their scrutiny of product attributes, grocers have opportunities to boost transparency in-store and online, FMI found.

Dive Insight:

The share of surveyed shoppers who say providing ingredient definitions leads to more trust and who say they are willing to switch brands for more in-depth information has increased from two years ago by 6 and 8 percentage points, respectively, according to...