Deloitte Survey Finds Consumers Want Clearer Labeling
By large margins, consumers responding to a new survey by Deloitte Consulting LLP, want their foods to clearly display key information, including country of origin, so they can make more informed buying decisions. More than two out of five consumers feel they currently don't have enough information about the food they eat in general.
Consumers are very aware, the study shows, that this request for further transparency may cost them more at the register, with 73 percent indicating they would still want country of origin labeling even if it caused the prices of foods to increase slightly.
Overall, consumers' top three concerns about the food they eat were found to be:
1. Healthiness of ingredients (61 percent)
2. Possible use of chemical ingredients that are detrimental to my health (49 percent)
3. Safety of the ingredients (49 percent)
About the Survey
The survey was commissioned by Deloitte Consulting and conducted online by an independent research company on April 21, 2008. The survey polled a nationally representative sample of 1,110 consumers. The survey has a margin of error of +/- three percentage points.
Consumers are very aware, the study shows, that this request for further transparency may cost them more at the register, with 73 percent indicating they would still want country of origin labeling even if it caused the prices of foods to increase slightly.
Overall, consumers' top three concerns about the food they eat were found to be:
1. Healthiness of ingredients (61 percent)
2. Possible use of chemical ingredients that are detrimental to my health (49 percent)
3. Safety of the ingredients (49 percent)
About the Survey
The survey was commissioned by Deloitte Consulting and conducted online by an independent research company on April 21, 2008. The survey polled a nationally representative sample of 1,110 consumers. The survey has a margin of error of +/- three percentage points.