DALLAS — Supermarkets are winning the battle for consumers’ trust when it comes to food safety, according to new data released in a presentation at Food Marketing Institute’s Future Connect conference here Tuesday.
The 2011 FMI Trends survey of consumers found that 88% of shoppers are “somewhat” or “completely” confident in the safety of the food they buy at the supermarket, the highest score in seven years.
In addition, supermarkets rank at the bottom of the list of places consumers feel contamination is likely to occur.
“That’s one list where it’s good to be last,” said Leslie G. Sarasin, president and chief executive officer, FMI, in a presentation at the conference.
Consumers are also likely to take responsibility themselves for food safety, according to the survey, with 58% saying they believe shoppers themselves are responsible for food safety, up 7 points over the 2010 survey.