How important is food traceability to consumers? According to a recent survey of French food buyers, it’s influencing the buying decision more and more – and Digital ID solutions have an increasing role to play.
There’s been a lot of talk recently about the traceability of food products, and its influence on the buying decisions of consumers. However, do consumers really care? How does knowing where their food comes from influence their buying decisions? What impact does more or less transparency have on the reputation of a brand? Would a consumer stop buying from a particular retailer if its product information is limited, or difficult to find? Looking forward, how will consumer traceability expectations change, post-pandemic?
The French market has long been at the leading edge of retail innovation, so in February 2021, Avery Dennison teamed up with LSA, the leading retail magazine in France, to find out. We surveyed 1,000 French consumers about their food-buying habits, and which factors influence their purchase choice. In order to give accurate results, the sample of 1,000 individuals was selected according to the distribution of the French population in terms of gender, age, socio-professional category and region.
More transparency required from food producers and distributors
The simple presence of a product in a food store is not enough at the present time to inspire confidence in the French consumer. They want more information. Is the product sustainable? Where was it produced? How was it transported?
These are questions that consumers are increasingly seeking answers to, even if some of them are asked more often than others. Unsurprisingly, 88% look for the expiry date; but not far behind are the 80% of consumers who want to know about the origin of a product. More surprising perhaps is that of those surveyed, 32% want information on the carbon footprint of the product (e.g., transport method, etc.).
61% of consumers look for the effects of the product on health, and 43% for information on the producer. As for the future following the pandemic, 81% of French consumers report that they regularly look for information on the composition of the product. Indeed, the health crisis has reinforced this search for information, particularly with regard to its origin: 72% say they have been more attentive to this information since the beginning of the crisis.