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Retail customers love transparency, reveals report

September 24, 2018

Retail, grocery and restaurant consumers love transparency so much it can result in a stronger brand loyalty, according to The Transparency Imperative report from Label Insight and Food Marketing Institute.

The report states 75 percent are more likely to switch to a brand that provides more in-depth product information, beyond what's provided on the physical label and 86 percent agreed that if food manufacturers or retailers provided access to complete and easy to understand definitions for all the ingredients, it would result in more trust.

And in what should be music to retailers ears, more than half of shoppers (54 percent) are even willing to pay more for a product that has additional product information, according to a release on the report.

"The new shopper mindset requires brand owners to think about their products well beyond the traditional label and respect a more digitally-minded consumer," FMI Vice President, industry relations, Doug Baker said in the release. "The study offers several considerations for how to make the best use of these findings, but overall, they require companies to recognize and communicate the importance of transparency and perform a thorough review of their unique consumer audiences and commerce channels."

The report polled 2,022 U.S. grocery shoppers 18 years of age or older.