Brits reject far-fetched food claims

Almost half of British consumers mistrust fanciful claims made about the benefits of food products, according to new analysis.

Marketplace analysed data from the NFU Mutual’s Food Fraud Report 2018 to find the food product features consumers trust the least. It found that “far-fetched claims about benefits” and foods with a “label text in a different language” had the highest level of mistrust at 40%, followed by “poor quality packaging” (34%), an “unknown brand” (33%) and “sparse labelling or text”.

Almost a quarter (24%) of consumers mistrust a “non-British product”, while 23% would be put-off by a “cheap price”.

The research also found that 39% of consumers regularly read the ingredients on products and 35% read the front label in detail. 17% of people will avoid food types they believe to be susceptible to fraud, such as takeaways, while 9% regularly research products online before they make a purchase.

The NFU Mutual report found that one third (33%) of 2,000 British consumers surveyed said they are less trusting of products and retailers than they were five years ago, compared with only 9% whose trust has increased. Nearly three quarters of people (72%) believe there is an issue with food fraud in the UK.

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