Give it to them straight. That is the theme of a recent study conducted by Label Insight that suggests consumers are still afraid to fully trust manufacturers when it comes to understanding what’s in their food despite the belief it’s the manufacturer’s responsibility to provide it.
While consumer demand for product transparency may be driving the evolution of the food industry, a clear gap still exists between expectations and the information brands are providing. Currently only 12 percent of consumers rank brands as their most trusted resource for information about what is in their own food, but 67 percent of consumers believe it is the brand or manufacturer's responsibility to provide consumers with this information.