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Infographic: How Branding and Packaging Affect the Way Consumers Trust Food

76% check ingredients, while 51% look for place of origin

Consumers are more engaged than ever in choosing what foods to buy and what brands to buy them from. Photo: Maskot/Getty Images

Today more than ever, food has become one of the most important—and discussed—choices among U.S. consumers. Since food purchases are heavily influenced by trust, Boston-based consultancy C Space released a study exploring customers' perceptions. "In today's marketplace, consumers are more actively engaged than ever in choosing what foods to buy and what brands to buy them from," said Alan Moskowitz, director at C Space. "Given the speed that information travels, brand trust can increase or erode very quickly in consumers' minds. For brands, staying close to their customers can help them stay in touch with evolving attitudes and help them collaborate with consumers on new products, packaging and marketing that earns or maintains trust." 

Infographic: Carlos Monteiro

This story first appeared in the Dec. 7 issue of Adweek magazine. Click here to subscribe.

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