Trace One research finds 95 percent of consumers purchase private brands

Trace One, a Boston-based provider of product lifecycle management solutions and transparency software for retailers and suppliers, announced the results of its “Global Consumer Food Safety and Quality” research. The survey of more than 3,000 shoppers across nine countries found that consumers are concerned about the safety and quality of the foods they eat.

According to Trace One, only 12 percent of the consumers surveyed said that they wholeheartedly trust the safety of the private and national food brands they consume, and only 10 percent wholeheartedly trust the quality. In fact, more than a quarter (27 percent) of consumers do not even trust the information on food product labels.

An impressive 95 percent of consumers buy private brands, but trust is not a driver of that action. Nearly three-quarters of respondents said they choose private brands because of lower prices, whereas only 22 percent said they buy private brands because they trust the products' quality, the company said.

“The good news is that consumers worldwide have embraced the value of private brands, but the bad news is that they still do not trust the quality, safety and ingredient documentation of any food brand — be it private or national,” said Chris Morrison, chief marketing officer, Trace One. “Consumers are demanding more information and want reassurances that the foods they’re eating are safe — and originating from reliable sources. Brands that go above and beyond to share accurate and reliable product information with consumers will ultimately be rewarded with increased consumer trust.”

Trace One said 25 percent of consumers cited fewer choices, and 24 percent cited lower food quality as their top reasons for not purchasing private brands; 91 percent of respondents said it was important to them to know the origins of their food, and 62 percent said they’re not provided with enough information about what is in their food and its origins. Eighty-four percent of respondents believe food retailers and manufacturers are responsible for private brand food quality and safety, while 36 percent believe food retailers or manufacturers don’t act quickly enough or provide enough information during health scares.