Food confidence can rise in five steps

AMSTERDAM - The worldwide confidence in food is showing mixed results: well-informed consumers have more confidence, but a further glance at all consumers indicates a less than rosy outlook, according to a worldwide survey by Edelman. Five steps to more food confidence.

Media firm Edelman concludes there is inequality when it comes to food confidence based on the results from its large-scale, worldwide research TrustBarometer. This yearly survey asked 33.000 respondents in 28 countries about their experience with food confidence. Around 60% of the well-informed and educated consumers trusted their food, a rise from 2015 when it was 55%.

Looking at the general population, the food confidence is 50%. In particular China (73%) and India (65%) are noted for their food confidence. The Netherlands resulted in 53%. Developed countries such as Germany (42%), Japan (38%) and Sweden (37%) scored below average when it came to food confidence.

Edelman concludes that lower incomes generally result in lower food confidence, whilst higher incomes have bigger confidence.

Edelman has given a ‘five step plan’ to increase food confidence:

1. One of the essential ingredients for increased food confidence is a clear goal/vision. Respondents understand that corporations aim to increase their turnover and/or want to better the living circumstances of a community. However, what is most essential is that consumers believe corporations are contributing (45%) or not contributing (50%) to an overall better world.

2. CEO’s are responsible for leading social discussions and should actively participate in talks that stretch beyond the borders of their own companies. They should have a personal visibility. Around 70% of respondents from the general population expect CEO’s to discuss financial results and a massive 80% is curious about their opinions regarding social issues.

3. Around 25% of employees in the food industry do not trust their employer to ‘do right the right thing’, according to the TrustBarometer. Nearly half of the respondents indicated that their company is not involved with social issues. Around 60% of employees in the food industry said their CEO is not actively participating in social discussions. Edelman states this offers opportunities for the food industry to use its employees to help increase general food confidence.

4. Regarding undecided ‘thrusters’. Between 54% and 60% of respondents often changes their stance on food confidence. Sometimes the trust is there, other times it is not. Aim to understand this group and how their vision does - or does not - comply with corporations’ sustainability policies. Determine which media channels these people use and how you can win back their trust.

5. Involve all stakeholders to re-establish (potentially lost) trust in the company. The average consumer does not read sustainability reports or visits Davos, but they are nonetheless interested in what corporations do with their food. If a consumer trusts a product, they’ll buy it; and they are even willing to pay extra for trustworthy brands. Consumers also like sharing their views and opinions with others. If the confidence in food products is absent, it can have many unwanted consequences: consumers can boycott food products, they can share their negative opinion with others, criticize the company and/or even sell their shares.

Around 63% of respondents trust the food- and drink industry. When it comes to businesses in general, this percentage is 53%.

Source: Edelman