2011 Consumer Food and Product Insights SurveyWhose responsibility is it to communicate product recall information? |
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The United States is considered to have one of the safest food supply chains in the world with government agencies, regulations and processes in place to monitor the safety of various consumer products. Historically, the American public has expected that adequate government protection and regulatory oversight for food and consumer products would protect their interests. The results of the 2011 Consumer Food and Product Insights Survey suggest that consumers are weaning themselves away from the traditional troika of manufacturers, government, and retailers and ramping up advocacy that speaks on a more personal level.
Deloitte’s recently expanded 2011 Consumer Food and Product Insights Survey clearly highlights how consumers watch for recalls and defective-product information involving anything they may bring into their home. From spinach and peanut butter to cribs and BPA-laden plastics, several safety and recall stories have filled television screens and hit close to home over the past few years. So, perhaps unsurprisingly, 73 percent of respondents in Deloitte’s survey reported that they are more concerned now than five years ago about the food they eat – up from 65 percent in 2010. Also, more than two-thirds said they are more concerned about the personal care and home products they use today than they were five years ago.
With consumers insisting on more transparency about the safety and origin of their products, companies should take initiative and work closer with consumers to help build advocates of their own. Advocates typically spend more on the products they closely associate with, so, why wouldn’t a company respond to consumers’ concerns, thereby creating greater benefits for all involved?
About the Survey
The survey was commissioned by Deloitte and conducted online by an independent research company between March 1st and March 3rd, 2011. The survey polled a nationally representative sample of 1,050 consumers. The survey has a margin of error of +/- three percentage points.
As used in this document, “Deloitte” means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. All services are provided within the rules and regulations applicable to the practice of public accounting.
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2011 Consumer Food and Product Insights Survey Executive Summary
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