NEW YORK — Though shoppers hold manufacturers (73%) and government entities (69%) primarily responsible for communicating details of a recall, the numbers turning to peers (27% vs. 19% last year) and advocacy groups (35% vs. 23% last year) are gaining momentum, according to Deloitte's 2011 Consumer Food and Product Insight survey.
It found that 68% of consumers are not familiar with the Food Safety Modernization Act and 73% are more concerned now than they were five years ago about the food they eat.
"Consumers want checks and balances in the information they receive and are insisting on a greater level of transparency about the safety, ingredients and origin of products. So, they’re turning to advocacy groups and peers as trusted sources," said Pat Conroy, vice chairman, Deloitte LLP in a prepared statement. "This is a wake-up call for consumer products companies; they need to get ahead of this shift and work more directly with consumers to build brand advocates and stronger customer relationships."