Food safety outbreaks and publicity surrounding food fraud have raised awareness about food’s origin in recent years. Consumers’ appetite are growing for more information about their food and technology. Transparency and traceability across the supply chain are in the spotlight to restore consumer’s trust in the industry.
From seeds planted, to crops harvested, to products sold and served, consumers seem to crave a 360-degree picture of what they are eating. Consumer interest and awareness in the origins of their food means that they want to know how their food is produced, where exactly it came from and quality of the ingredients. Based on Innova Market Insights’ consumer study (2018), 2 in 3 UK consumers want to know where the ingredients of their products come from.
Local and regional produced food & beverages seem to be more trustworthy to consumers. Furthermore, products with an Origin Certification, such as PDO (Protected Designation of Origin) or PGI (Protected Geographical Indication) reinforce as traditionally produced image, highlighting origin and quality. In fact, 10% of consumers want their fruit & vegetables and meat, fish & eggs to be locally sourced or produced (Innova Market Insights, Consumer research Survey 2018).
Top market sub-categories of food & beverages launches with “PDO”/“PGI” claim (Global, 2018):
Market category Penetration (%)
(Source: Innova Market Insights)