Transparency still of major importance to shoppers, new report says

FMI- the Food Industry Association and NeilsenIQ have released a new report that gives insight into what consumers are looking for when buying grocery items, which can be useful to retailers with private label selections. 

The Transparency in an Evolving Omnichannel World report showed that shoppers demanded transparency from retailers, with 64% saying they would switch from a brand they usually buy to another brand that provides more in-depth product information outside of nutrition facts.

“The data from this report strongly reinforce the old adage that honesty is the best policy,” said Steve Markenson, director of research and insights for FMI. “Consumers want to know where their food comes from and how it gets made and that has held true even as the pandemic has changed grocery shopping habits. Whether online or in store, shoppers prefer brands that tell the whole story about their products.”

Accurate and transparent nutrition and ingredient facts are still at the top of mind when it comes to transparency for consumers. 89% of those surveyed said general nutrition facts about a product are at least somewhat important in deciding which products to buy when grocery shopping, while 66% find this important or extremely important. Beyond nutrition facts, the majority (80%) of shoppers cited other transparency indicators such as allergen information, certifications and claims, and values-based information such as animal welfare, fair trade and labor practices as important. 

The report includes data about online shopping as well. 47% of those surveyed said discovery of new products, including information about sourcing and manufacturing processes, is easier online, compared to 23% saying harder and 30% saying the same. 

"Transparency trends continue to evolve as omnichannel gains importance," said Sherry Frey, vice president of total wellness with NielsenIQ. "As consumers demand great transparency, brands have an opportunity to educate consumers, communicate sustainability and health credentials and win consumer loyalty."

The full report can be found here.