New DLG study: Transparency in food from the consumer's point of view
Current consumer survey in cooperation with the agency "taste!" - How great is the loss of confidence in the food industry? Who do German consumers currently trust?
Results:
• Trust is an issue that counts - the German food industry is still in the best position compared to some other German industries. But: 60% distrust her!
• Compared to other producer nations such as Switzerland or Austria, Germany only manages third place, but leaves the other EU countries, the USA and Turkey well behind.
• "Trust" is the third strongest criterion after "freshness" and "price". In fourth place is the topic of "origin". In this way, value-based criteria move much closer to factual ones.
• Consumers remember food scandals. "Gammelfleisch" and "BSE" are clearly and by far at the top. Based on consumer self-assessment, however, they do not have the high refusal effect that would actually be expected.
• Negative media reports enjoy significantly more trust among Germans than positive ones. Two-thirds trust negative reporting, around 50 percent positive reporting.
• Test institutes are the people who inspire trust in our time. So the importance of seals will surely continue.
• Advertising and communication can build trust. A credible attitude in combination with transparency is held in the highest regard.
Not a day goes by that people don't talk about the crisis of confidence: loss of confidence in the banks, loss of confidence in the EU, but also and again and again loss of confidence in food and food production. How big is the loss of trust really? Who do Germans currently trust? And what about German food and the corresponding scandals? Who or what is used to actively combat the crisis of confidence in terms of communication? In cooperation with the agency taste! (specializing in brand communication for food and beverages) around 2012 consumers in Germany were surveyed in June and July 1.350.
Compared to the automotive, energy or financial sectors, Germans have the greatest trust in the food sector. However, here too, as in the other sectors, skepticism prevails: almost 60 percent distrust the German food industry. Switzerland and Austria, on the other hand, enjoy more trust when it comes to food.
"Trust" is a value that counts
When asked about the most important criteria when buying food, the aspects "freshness" (95%) and "price" (81%) ranked first. "Trust" follows in third place as an important decision criterion (78%) when choosing food, followed by the topics "origin", "nutritional values" and "regionality". However, "trust" is also more important to the consumers surveyed than "control" (62%) and "transparency" (62%). There are differences in "trust" with regard to social class and gender. Men have more trust in the state and the media, while women have more trust in the food industry.
Which scandals do you remember?
Food scandals cause great concern in the short term, but hardly lead to any change in consumer behavior in the long term. According to the study, very few consumers would no longer buy food that was once involved in a scandal. However, it turns out that the scandal-ridden foods in particular are much less trusted. The results of the DLG study show that there is a fairly clear ranking of the scandals that are remembered. The rotten meat scandal, which people can certainly locate in terms of time, and the BSE crisis are the negative buzzwords of our time. Deep distrust has been sown here and consumers are in favor of comprehensive food controls. At 40 percent, this is explicitly required for the meat and sausage category, followed by fruit and vegetables (23 percent). Fish follows in third place (17%). A placement that can be explained by the high sensitivity of this category.
Who does the consumer trust?
Trust is based on past experience, even if it's not always your own. In addition to consumer tests and voluntary controls by independent institutes and reports in the media, this also includes packaging declarations and corporate campaigns such as the "transparent company" or the "Open Day".
The DLG study also confirms another trend: Germans trust negative media reports (65%) more than positive reports (50%). More than half of those surveyed (55%) stated that they obtained information about food online.
When asked about trustworthy organizations and institutions, test institutes are the trust winners, followed directly by social institutions. Not at the start a few years ago, the NGOs currently hold a strong third place with 38 percent approval. The state as legislator only ranks 5th. Trade and the food industry each make the penultimate place in this ranking with 20 percent.
Consumer tests and voluntary controls by independent institutes have a strong influence on trust. Trust in the seal increases with increasing social status. This correlates very strongly with the awareness of the seal. In addition, the respondents demand more transparency in the production and in relation to ingredients and additives from the companies. The results of the study also suggest that transparency and control are less trust-building than values and attitudes.
Which references help to build trust?
In addition to the seals already mentioned, there are other references and measures that stand for transparency and can create trust. Here, too, it depends on how familiar the consumer is with the institutions, tools and measures. For example, only 5 percent do not know the consumer center, 76 percent of all consumers trust it. Despite years of advertising and many years of use on many product packages, 15 percent of consumers do not know the nutritional tables. "Only" 56 percent trust the information contained on it.
Just a few years ago, the importance of Foodwatch would have been inconceivable. Even if a third of the consumers are not familiar with Foodwatch, the association has definitely arrived as an institution. Shortly after it was launched, many thousands of users ensured that the federal government's consumer portal "Lebensmittelklarheit.de" collapsed for a short time. But 57 percent of consumers are still unaware of the site.
Many in the food industry expect the QR code to provide further information, interaction with the brand and thus image building. After all, two-thirds of consumers are now familiar with this tool. But only 17 percent consider QR codes to be a trustworthy source of information. The fact that the codes are increasingly used on products and in communication measures will certainly ensure greater trust and acceptance among consumers in the years to come. In summary, it can be stated that the potential for building trust that the new possibilities, institutions and tools bring with them has not yet been exhausted. Tools alone do not build trust. Much more important is the information that the consumer receives as a result.
Can advertising really build trust?
The question can be answered with "YES". In the test, typical examples were presented to the participants in which the focus of the statements was on promoting trust and, in some cases, promising transparency. With 61 percent, long-term testimonial Claus Hipp was the most convincing. Many viewers believe that the TV spot is a good example of a trust advertisement. After all, 24 percent attest to the corresponding transparency. 2nd place goes to Landliebe. This also confirms the top values of the Landliebe farmers (see study 2010 "Sustainability" and 2011 "Regionality") in terms of trust and transparency.
If these two brand concepts, which follow more traditional worldviews, make sense, the top 3 result for McDonalds is surprising: With an astonishing 39 percent, the TV commercial is an example of transparency as seen by consumers. In other words, the behind-the-scenes look at McDonalds does its job.
Conclusion
Control and transparency do not immediately create more trust. Rather, it calls for even more control and even more transparency. Companies must treat consumers as equals: sharing the same set of values creates trust and strengthens customer relationships. Because one thing is clear: basically everyone wants trust, because it makes everyday life easier. Consumers will generally forgive weaknesses and mistakes if they communicate openly and honestly, because it creates trust.
Order study
The study is available from the agency taste! for a nominal fee of 75 euros (plus VAT). (www.taste.de) or at the DLG (eMail: This e-mail address is being protected from spambots To display JavaScript must be turned on!) Is available.
Source: Frankfurt am Main [DLG]
