BREMEN, Germany - The fact that consumers have high expectations on any company involved in producing, manufacturing, processing, transporting or marketing food was established within the framework of the International Food Safety and Quality Conference and Expo held recently in China. Companies with a reliable food safety and protection system capable of detecting possible problems immediately, minimising their scope and reacting without delay to the benefit of the consumer can demand and assert public confidence. But considering the fact that not all companies take the requisite steps to earn solid consumer trust, crisis situations can mean that not only these companies are affected but also many other businesses operating on the market when it comes to slumps in sales, market downturns and loss of confidence.
Focus on critical consumers
“Free of …” is increasingly equated with health by consumers. On the occasion of the HIEurope Conference (Health Ingredients, Nutrition and Wellness) in Frankfurt, the European Food Information Council (EUFIC) established that promising that something is "free of ..." has practically become a synonym for healthy food – even if it is impossible to determine for sure just how extensive an effect this has on shopping habits. Since 2009, this non-profit organisation has been tracking consumer behaviour in relation to "free of ..." claims on product labels – regardless of whether such claims refer to allergens or genetically-modified ingredients, additives, preservatives, flavourings or even possible migrates from packaging materials. Whilst an upward trend in consumer opinion was established regarding "free of ..." claims in 2009 which continued in 2010, it was possible to clearly ascertain in 2011 that consumers associated "free of ..." with concepts such as "natural", "fresh" and "high-quality", increasingly demanding natural products with labels indicating cleanliness and safety.
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