A survey in India has revealed that more than eight in 10 people are concerned about food safety.
The PricewaterhouseCoopers (PwC) survey in January and February included 1,031 participants from India. Overall, 84 percent of consumers were extremely or very concerned about food safety.
Concerns around food safety, nutritional value, food processing and pesticide use outweighed cost considerations.
More than three-quarters of participants were extremely or very concerned about the use of pesticides in food. More than half worried about the traceability of food.
PwC said brands must respond with a commitment to transparency through clean labeling, credible certifications, and clear communication of product benefits.
Other key trends identified
Some firms are upgrading their packaging with QR codes, which provide access to reports from testing labs showing that products are free from pesticides.
Almost two-thirds of respondents were concerned about food costs, and they adapted habits to maximize savings by shopping across multiple stores and discount outlets as well as buying in bulk.
A total of 37 percent said they were shopping for items that may be reduced because they are close to their use-by date.
Tradition remains significant as 74 percent of consumers said their food choices were strongly rooted in cultural heritage and longstanding traditions.
“Our survey highlights that consumers are prioritizing nutrition, affordability and sustainability — embracing local produce, digital grocery platforms and wellness technologies,” said Ravi Kapoor, partner and leader of the retail and consumer sector for PwC India.
In August, the Food Safety and Standards Authority of India (FSSAI) asked all food businesses to display their FSSAI license/registration certificate with the QR code of the Food Safety Connect App in customer-visible areas.
The app allows consumers to file complaints relating to food safety and hygiene issues, report misleading claims on products, access information about licensed and registered firms and stay informed about FSSAI’s food safety initiatives and alerts.
FSSAI is also helping to organize the Global Food Regulators Summit on Sept. 26 and 27 in New Delhi. At the event, regulators will be able to exchange perspectives on strengthening food safety systems across the supply chain.
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