A survey carried out by Trace One has found that 95 per cent of shoppers purchase private brands regularly, but a majority are also concerned about the safety and quality of the food that they eat.
According to Trace Once, 3,000 consumers from nine different countries completed the online Global Consumer Food Safety and Quality survey, with only 12 per cent saying they completely trust the food that they buy in the supermarket. Just 27 per cent trust the information on food packaging.
The study also found that nearly 75 per cent of participants in the survey said that they buy private labels because they offer better value and lower prices.
Chris Morrison, CMO of Trace One said, "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."
He added that 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," he said.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Ciara Mooney. To subscribe to ESM: The European Supermarket Magazine, click here.