[Music] We live in a nation where grocery options
abound and information flows freely, from trustworthy and not so trustworthy
sources. This influx of confusing information adds to consumer skepticism
that is often a barrier to trust. Consumers point to a rational need for
information and the right to know what I put in my body. They also have an emotional desire for a deeper connection to the food experience. They expect an authentic relationship with their food retailer that a relevant marketplace
must deliver. When it comes to what is within the food products they buy, consumers want openness and honesty about ingredients. Clear labeling, food safety standards, and product guarantees are top reasons shoppers tend to choose
a particular store. This signals an opportunity for communicating beyond the label, with digital tools like SmartLabel. When it comes to things beyond the
product, consumers want their retailer to know this information, and the shopper
holds them almost equally accountable as the food manufacturer. Consumers use words to describe transparency like open, honest, things being public, clear, visible, not hidden. Meeting this level of consumer
expectation, calls for improved communication between the manufacturer and the retailer. While most shoppers feel the label provide sufficient information, they suggest it lacks clarity about animal welfare practices, fair labor, ethical sourcing and processing methods. More and more, consumers have the
mindset of Alex who says, “I would like to support a business that is a good corporate citizen.” Taking the trust of consumer empowerment both seriously and personally will allow grocers to consider shoppers as partners in the retail enterprise. Transparency is the currency of trust in
our digital age. To download a copy of the full U.S. Grocery Shopper Trends 2017 report, go to FMI dot org slash transparency in grocery. [Music]