Unlocking Transparency: What Do Consumers Want to Know?
The EIT Food Consumer Observatory's ‘Unlocking Transparency' report uncovers consumer expectations and preferences when it comes to transparency claims in the food system, as well as recommendations on the most effective way to present information about food.
In Europe, many consumers profess to want more transparency in the food products and services they buy, but in reality, how much do these claims influence their purchasing decisions?
Trust in food manufacturers is low, with many customers assuming profit trumps provenance, so what can organisations do to bridge the gap when it comes to transparency?
With limited opportunity and space to communicate transparency claims, this study identifies the information that matters most to consumers - whether that is claims around health and nutrition, origin, sustainability or ingredients - and advises producers on what to prioritise in order to attract customers and gain their trust.
It provides recommendations for which content to prioritise, and guidance on how to communicate it effectively, leveraging technological innovations and formats that will appeal to time-poor customers with limited capacity for fact-finding.
If you would like to know more about the consumer perceptions highlighted in this work, how they may affect your business and what challenges and opportunities they present, please get in touch via co@eitfood.eu.
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