Supermarket Perimeter - March 2022 - 9

about the need for retailers and manufacturers to relay
transparency, but they are gradually expanding their
areas of focus. "
Among the report's main highlights is the finding that
TRANSPARENCY INDICATORS
nearly two-thirds of consumers would switch from a
brand they usually buy to one that provides more indepth
product information beyond just nutrition facts.
The report revealed continued high demand among
consumers for transparency from food retailers and
manufacturers, particularly in a more omnichannel
marketplace.
" The data from this report strongly reinforce the
old adage that honesty is the best policy, " said Steve
Markenson, director of research and insights for FMI.
" Consumers want to know where their food comes from
and how it gets made and that has held true even as
the pandemic has changed grocery shopping habits.
Whether online or in store, shoppers prefer brands that
tell the whole story about their products. "
When it comes to transparency, ingredient and
nutrition information remain top of mind for an
increasing number of health-conscious consumers.
For example, some 89% say general nutrition facts
about a product are at least somewhat important in
deciding which products to buy when grocery shopping
- while 66% find this important or extremely important.
Beyond nutrition facts, the majority (80%) of shoppers
cited other transparency indicators of importance to
include allergen information, certifications and claims,
and values-based information such as animal welfare,
fair trade and labor practices.
" Transparency trends continue to evolve as
omnichannel gains importance, " said Sherry Frey, vice
president of total wellness with NielsenIQ.
" As consumer demand great transparency,
brands have an opportunity to educate consumers,
communicate sustainability and health credentials and
win consumer loyalty. "
The online surge
In 2018, just over one-fourth of shoppers (26%) reported
purchasing groceries online in the 30 days prior to being
surveyed.
According to the latest findings, that number has now
ballooned to 55%, making the online marketplace an
ever more critical juncture for consumers to find their
preferred brands and discover new ones.
For example, 47% said discovery of new products
- including information about sourcing and
manufacturing processes - is easier online, compared to
23% saying harder and 30% saying about the same.
When it comes to online shopping and transparency
shoppers say they want faster delivery (42%), easier
to use websites (37%), more and better product
64%
69%
supermarketperimeter.com
of consumers
would switch from a brand they
usually buy to one that provides
more in-depth product information
beyond just nutrition facts.
89%
of shoppers would
like to know more information
about the products they purchase
to understand how they can
contribute to a better planet.
MARCH 2022 - 9
A new survey by FMI, Transparency in an Evolving Omnichannel
World, explores what kinds of information shoppers require to
determine if a brand or manufacturer is being transparent. The
leading responses focused on ingredients and nutrition information,
but for many shoppers it goes further.
Most respondents (80%) cited at least one indicator that goes beyond
ingredients and nutrition information. These include factors such
as certifications and claims, and values-based information such as
animal welfare, fair trade and labor practices.
Most shoppers (85%) focus on availability of ingredients information
as a sign of transparency - a finding that also emerged from the
research three years ago.
Along these lines, providing a complete list of ingredients is the leading
indicator of transparency (59%), followed by a plain-English description
of ingredients (49%). Some shoppers are looking for more about the
ingredients, such as an explanation of what ingredients are used for (28%).
" If a company is transparent
and willing to show the label
online, I'm more likely to trust
them. I'm able to zoom in and
really see it up close. "
say general
nutrition facts about a product are
at least somewhat important in
deciding which products to buy when
grocery shopping. 66% find this
important or extremely important.
69
31
89 11
64
36
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Supermarket Perimeter - March 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - March 2022

Supermarket Perimeter - March 2022 - Intro
Supermarket Perimeter - March 2022 - 1
Supermarket Perimeter - March 2022 - 2
Supermarket Perimeter - March 2022 - 3
Supermarket Perimeter - March 2022 - 4
Supermarket Perimeter - March 2022 - 5
Supermarket Perimeter - March 2022 - 6
Supermarket Perimeter - March 2022 - 7
Supermarket Perimeter - March 2022 - 8
Supermarket Perimeter - March 2022 - 9
Supermarket Perimeter - March 2022 - 10
Supermarket Perimeter - March 2022 - 11
Supermarket Perimeter - March 2022 - 12
Supermarket Perimeter - March 2022 - 13
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Supermarket Perimeter - March 2022 - 16
Supermarket Perimeter - March 2022 - 17
Supermarket Perimeter - March 2022 - 18
Supermarket Perimeter - March 2022 - 19
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