Consumers Crave Transparency from Food Industry

Nearly 2 out of 3 consumers (65%) want to know more about where their food comes from, according to new research.  Americans continue to ask questions about the sources and the processes involved in food production.

"Food companies have the opportunity to build trust and loyalty among Americans while educating consumers on certain processes," said Erika Chance, senior FoodThink researcher. "Transparency about animal welfare, sustainable practices and fair labor practices will help to soften consumers' distrust of the food industry."

American consumers have several mixed perceptions:

  • Only 31% feel food companies are transparent about food production practices.
  • Sixty-​seven percent would like to see the food industry take more action in educating people on how food is produced.
  • Only 34% say the agriculture industry is transparent.


"The increase of information about food production has consumers wondering who to trust and what to believe," said Chance. "It's important, now more than ever, for food marketers to proactively pull back the curtain to educate and answer questions honestly to decrease consumer concern."

Ad-​ology Research has discovered 56% of frequent grocery shoppers enjoy cooking and baking.   This group is also significantly more likely to use a personal trainer, visit a day spa, or get a facial.  Television advertising, followed by Internet banner ads and newspaper ads, (print, online mobile or tablet) have the most influence on this audience and may be a good way for marketers to connect with frequent grocery shoppers.

AudienceSCAN data is available as part of a subscription to Ad-​ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.