Restoring consumer perceptions - distrust and ingredient integrity

Shoppers are becoming increasingly concerned about the integrity of brands and what they find on product labels. Research by FMCG Gurus shows that 58% of global consumers pay more attention to ingredients lists than they did two years ago. However, this scepticism is not limited to ingredients alone. Many buyers are distrustful of processing, ethical and wellness claims made by brands, particularly large multinationals. Mass production and consumerism are central to this rise in distrust, with shoppers wanting to know the story behind their purchases and supporting brands that credibly demonstrate awareness, responsibility and clean practices.

Mass consumerism has led to a culture of distrust. Shoppers are raising their expectations of brands, holding them to higher standards and scrutinising their claims regarding health, sustainability and ingredient integrity. According to FMCG Gurus, 65% of global consumers are concerned about “hidden” ingredients in food or drink products that complex labelling can disguise. Because of this, buyers lack trust in the way products are formulated and have growing concerns about their potential health impacts.

Many consumers believe that the way food and beverages are processed can increase the risk of serious health problems, such as diabetes, obesity and cancer. This leads to concerns about purchasing certain products and explains why shoppers are checking labels and ingredients lists more than ever before.

In addition, 70% of consumers believe there is a possible or definite link between how their food is processed and the risk of allergies and intolerances. Given the increasing number of people suffering from food allergies or intolerances, this lack of trust in food processing and ingredient integrity suggests that consumer scepticism is likely to keep growing.

Environmental responsibility is now a core consumer expectation. Shoppers believe that food and drink brands, as well as retailers, should be doing more to protect the planet. Major corporations are often viewed as being economically driven, focusing on profits rather than their own environmental impact. While many buyers recognise that their individual lifestyles and choices affect the environment to a certain degree, they place a greater responsibility on businesses – especially these large multinationals, which have a bigger carbon footprint. In the opinion of 70% of consumers, the weak regulations and restrictions historically applied to such companies mean that they should now do more to address environmental issues.

Although consumers increasingly expect brands to take meaningful environmental action, the deterioration of trust means that green claims are often met with doubt. Just as hidden ingredients and concerns about health risks have fuelled scepticism, many believe that environmental promises are exaggerated to justify premium pricing. This presents a challenge for brands, as even genuine efforts to protect the planet risk being overshadowed by distrust.

FMCG Gurus’ research reveals that 27% of global consumers have actively boycotted a product or brand due to concerns over its ethical credentials, further highlighting the importance of how businesses conduct themselves. Given the widespread belief that companies prioritise profits, purchasing decisions are often influenced when brands can demonstrate a positive contribution to the environment.

This is particularly important in the face of the intensifying climate crisis, with more shoppers favouring sustainable products over those that are seen to fall short. While factors such as natural claims or flavour remain important to most, a notable 36% of consumers say they will prioritise purchasing foods with sustainability credentials. This signals a clear shift towards products that are good for both consumers and the planet.

To resolve the issues fuelled by mass consumerism, brands must commit to full transparency and address misinformation. By openly sharing information on practices, ingredients and production processes, companies can alleviate doubts about their environmental and health claims. This prevents consumers making assumptions that can impact brand reputation.

One successful strategy that has been implemented in the food industry is product reformulation. This can involve simplifying or reducing ingredients lists, thereby making products easier to understand and potentially removing the kinds of “hidden”, undesirable ingredients that concern consumers. This approach demonstrates a brand’s accountability and its willingness to build a stronger relationship with customers, enabling full transparency and helping to restore trust.

An increase in transparency can transform scepticism into trust. By making information more accessible, brands empower shoppers to make informed decisions about nutritional value and environmental claims. Rather than questioning a company’s motives or being wary about hidden agendas, consumers then begin to trust a brand, its values and its products. Consumers become advocates, not just buyers, by supporting brands that align with their own principles and expectations of integrity. Over time, this shifts the narrative from doubt to confidence and, ultimately, to customer loyalty.