Study determines transparency yields greater brand loyalty
86% of shoppers 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.
Grocery shoppers exhibit loyalty to those products that create deeper relationships through information exchange, according to a new report released by Label Insight, St. Louis, Mo., and Food Marketing Institute (FMI), Arlington, Va.
The study, “The Transparency Imperative,” reveals that 75% of shoppers are more likely to switch to a brand that provides more in-depth product information, beyond what's provided on the physical label. When shoppers were asked the same question in 2016 in a similar study by Label Insight, just 39% agreed they would switch brands.