Internet Spurs Consumers to Enlist Advocacy Groups, Peers for Help With Food and Product Recall Information: Deloitte

NEW YORK, April 18, 2011 /PRNewswire/ -- More information from more resources, this is what consumers want when it comes to getting and receiving timely and detailed information about product recalls, according to Deloitte's "2011 Consumer Food and Product Insight Survey."

Although shoppers still primarily hold manufacturers and government entities responsible for communicating recall details, 73 percent and 69 percent respectively, Internet access and social media are driving consumers to advocacy groups (35 percent vs. 23 percent last year) and peers (27 percent vs. 19 percent last year) for timely recall information.  

"Consumers want checks and balances in the information they receive and are insisting on a greater level of transparency about the safety, ingredients and origin of products.  So, they're turning to advocacy groups and peers as trusted sources," said Pat Conroy, vice chairman, Deloitte LLP and U.S. consumer products practice leader.  "This is a wake-up call for consumer products companies; they need to get ahead of this shift and work more directly with consumers to build brand advocates and stronger customer relationships."

Consumers Unfamiliar with FSMA; Remain Concerned About Safety

With the government's new Food Safety Modernization Act (FSMA) now underway, Deloitte's survey found that, despite the FDA's attempt to get the word out, nearly seven out of 10 consumers (68 percent) are not familiar with the law, which is the first major overhaul of the nation's food safety system since the Great Depression. However, consumers continue to be weary of recalls and concerned about the safety of goods they bring into their homes.

"The Food Safety Modernization Act is in place, but its effects have yet to trickle down to consumers," said Conroy. "This is the time for consumer product companies to more actively talk about the safety and health of their brands."

Safe and Healthy Are Words Consumers Live By

The Deloitte survey shows that consumers identify safety as their number one concern for household products – such as cleaners and detergents (56 percent) -- and personal care products like cosmetics and moisturizers (57 percent). Regarding food products, the healthiness of ingredients is the number one concern for more than half of consumers surveyed (up 5 percentage points from 2010 to 54 percent).    

Consumer attitudes towards the Consumer Product Safety Commission's new online database is also further evidence of the appetite consumers have for greater information about the food they eat and the products they buy.  According to Deloitte's survey, more than nine out of 10 consumers feel this database will be important in helping them make future purchasing decisions.  

For a copy of Deloitte's "2011 Consumer Food and Product Insight Survey," please visit www.deloitte.com/us/pr/foodsafety/2011survey.

About the Survey

The survey was commissioned by Deloitte and conducted online by an independent research company from March 1-3, 2011.  The survey polled a nationally representative sample of 1,050 consumers.  The survey has a margin of error of +/- 3 percentage points.

As used in this document, "Deloitte" means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

SOURCE Deloitte