Survey reveals consumers’ loss of trust in the global food industry

A new IBM study revealed that concern over food safety has dramatically increased in markets around the world.

It shows that over the last two years in China, distrust with food retailers and manufacturers has grown even more than it has in the US and the UK.

The study, titled Full Value Traceability examines Chinese consumer values and confidence related to food and product safety.

According to the new IBM telephone survey of 300 consumers across China, the rise in recalls and contaminations has eroded consumer confidence in food and product safety, as well as with the companies that manufacture, distribute and sell these products.

Some 84% of Chinese consumers claimed that their level of concern about food safety has increased over the last two years.

In contrast, IBM's recent survey of 1,676 consumers in the US and UK found that 50% and 47% of respondents respectively have indicated an increased concern about food safety during that same time period.

The majority of Chinese consumers do not trust either the manufacturer (65%) or the retailer (59%) in the event of a recall.

Many Chinese consumers, compared to their Western counterparts, are just forming brand associations as they search for new, sophisticated, trendy, higher-value products and services.

Consumers in the US and UK are generally more trusting of food manufacturers and retailers and believe they will handle food recalls more responsibly.

In the US and UK, only 39% of respondents cited a lack of trust in manufacturers, while 25% said they are wary of retailers in the event of recalls.