Consumers Seek More Detailed Food Labeling

More than two out of five consumers feel they don’t currently have enough information about the food they consume, according to a recent survey by Deloitte.


The survey results indicate that consumers are in favor of more detailed labeling so that they can make more informed buying decisions.

73% of respondents indicated that they would favor country of origin labeling even if food prices increased slightly as a result. Consumers’ top concerns include the healthiness of the ingredients, use of chemicals that are detrimental to one’s health, and safety of ingredients. More than 50% of Americans also said that meat from cloned animals should not be sold in the U.S.

Pat Conroy, Deliotte’s Vice Chairman and U.S. Consumer Products group leader noted, “Consumers are spending more time checking labels and are often overwhelmed by a flood of contradictory nutrition 'facts.' They seek clear, straightforward information they can understand so they can make more informed choices and better protect themselves and their families."

The survey polled a nationally representative sample of 1,110 consumers. The survey has a margin of error of +/- three percentage points.

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