Brits want more from product packaging

Over three-quarters of Brits are concerned about the well-being of livestock, according to new research from Mintel.

Despite 67% of the 15,000 UK consumers surveyed relying on their own senses rather than best-before dates, 77% expressed concern about the use of hormones in livestock. Furthermore, 75% claimed they were worried about antibiotics or medicine given to livestock, according to Mintel.

Hygiene standards throughout the supply chain are high on the list of consumer concerns, highlighting the need for brands to reassure wherever they can, said Douglas Faughnan, senior food and drink analyst at Mintel.

Retailers with a strong rating could benefit from displaying the results of food hygiene or food safety checks on premises. Manufacturers could similarly win favour by featuring these on-pack, as a way of proving their commitment to high standards of hygiene and to allay concerns.

It appears that labelling and packaging are key to a strong relationship between consumer and product. Mintel claimed that half of Britain would trust a product or company more if they had a clear label from a food quality assurance scheme, while the same amount of people said they would trust a product more if clear packaging was used, enabling the customer to see what was inside.

A reported 44% would like to know where the ingredients are sourced from on packaging, while 33% would have more trust in a product if the name of the farmer or producer was on the packaging.

Operators that can demonstrate high levels of transparency and control at various stages of the supply chain can create a strong point of difference. Focusing on the real people at various stages of the supply chain, in addition to farmers, can help combat the lack of trust.

In addition, over half (56%) of those asked agreed that it was safe to eat food past its best-before date, whilst 28% believed it was okay to eat food past its use-by date.

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