Keep It Clean

Posted on Posted in Advertising, Consumer Experience, Marketing, Shopper Marketing

The impact of food transparency on consumer decision-making

When it comes to making purchases, a number of things influence consumer’s decisions. Brand preferences, friend recommendations, lifestyle fit and more weigh on shoppers minds – especially when it comes to food. And one piece of information in particular is creating a heavy impact on the choices they’re making

Transparency has become a very significant factor for consumers. They’re increasingly becoming more cautious when looking for food brands that they can trust. Through this skeptical eye, consumers want to know where their foods are coming from and what exactly is in them – and they want it communicated clearly.

True food transparency means giving as much accurate and clear information about the product as possible. Clarifying the true origin of the product – where and, more specifically, how the product was made, is being demanded more and more. Consumers are no longer just looking for supportable products, but supportable packaging as well. And it’s not only the nutrition label – consumers want the business practices of the company to be clear as well.

Traceability is another significant factor of food transparency. This practice gives consumers the capability to follow the entire process of the product’s supply chain – from sourcing/growing to production to processing through distribution, even down to the retail level.

This knowledge gives consumers complete reassurance of where the product they are consuming has come from, and how it got from there – making their decision easier. Food traceability is very convenient for food regulation as well, as it can significantly decrease the time it takes to handle a food recall, like the recent romaine lettuce recall.

According to an article by Label Insight, How Consumer Demand for Transparency is Shaping the Food Industry, consumers put transparency very high on their list of important features for food products. In fact, 94% of the study’s respondents said it’s imperative to them that brands and manufacturers are transparent about what is in their food and how it is made. Additionally, 83% indicated that they would find additional significance in being able to access more thorough information on the products they’re consuming.

It’s essential for both brands and consumers that products share as much information about their ingredients and process as possible in a clear, digestible way. It gives consumers the reassurance they desire, and it allows brands to have trustworthy images.

If you’re looking to create new and exciting ways to connect with your audience, call us we’d be glad to show you how. Contact Donovan connective marketing at: 717.560.1333 or

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