Building consumer trust through food supply chain transparency
Bridging the gap between farm and table to build consumer trust in food.
Consumers want to know more about their food, including how it was grown and raised on the farm and later processed. Food supply chain transparency, including sharing information on food production practices and claims on food labels helps provide the transparency consumers crave and builds consumer trust in food and farming.
The MORE PEOPLE KNOW, THE MORE CONFIDENCE they have eating meat and seafood
Our latest Merck Animal Health Consumer Omnibus survey revealed1 that animal protein – meat, seafood, dairy and eggs – remains firmly on US dinner plates, but consumers still have questions. Transparency and traceability are important to consumers and help build consumer trust in food. Nearly eight out of 10 consumers reported traceability is extremely or very important when it comes to improved food safety and verification of animal protein food label claims. The MORE PEOPLE KNOW, THE MORE CONFIDENCE they have eating meat and seafood – and technology like DNA TraceBack® makes it possible.
Consumer Insights: The Pulse on Animal Protein
Social Listening
At Merck Animal Health, we’re committed to understanding consumer conversations around animal protein, transparency, and traceability. Our new social listening project revealed some interesting Q1 trends!
Key Highlights:
- Health & Wellness Focus: At the beginning of the year, consumers are hyper-focused on health, nutrition and diet, and there was plenty of discussion around recipes featuring pork, chicken, and ground beef.
- Nutrition & Protein Power: Consumers are definitely looking for ways to increase #protein in their diets. A review of 40K social posts revealed #protein and #nutrition were trending.
- #Chicken skyrocketed+ 340% in March. Consumers were buzzing about easy dinners, delicious foodie content, and creative meal prep ideas featuring this versatile protein.
We’re excited to continue exploring these conversations and sharing insights to increase transparency in the food value chain.
Transparency in Animal Protein Consumer Research Study
We deliver transparency through innovative technology, data, and valuable insights – like our first-ever Merck Animal Health Transparency in Animal Protein consumer research study. Two-thirds of consumers reported transparency in animal protein (meat, fish, eggs & dairy) was very or extremely important and over half said they are willing to pay a five percent premium for transparency on the label2.
Consumers crave more high-quality protein … and they’re hungry for more transparency and traceability
In the past year at least 1 in 3 consumers increased their interest in meat or seafood as a source of high-quality protein. Interest in traceability is growing too. More than 40% of consumers report they want more information about meat and seafood as it moves through the supply chain. Merck Animal Health conducted an Omnibus Pulse survey1 of consumers nationwide to dig into their transparency and traceability preferences. Younger adults (18-34) want the most transparency on the label and are also the most willing to pay more for it.
Food Supply Chain Transparency Insights
Fast Facts: Consumer Transparency and Traceability Research
Meat and seafood are the protein anchors of our everyday meals and consumers crave more transparency about what they put on the plate. Our consumer research reveals transparency claims on food labels consumers value most.
Research reveals that more than half of consumers find more transparency information extremely or very valuable AND nearly 40% of U.S. consumers are willing to pay more for claims on food labels.
Consumer interest in food traceability and claims on food labels is growing. Forty-four percent of consumers report they want more information about meat and seafood through traceability technologies – especially younger consumers ages 18-34 according to our Omnibus Transparency research.
- Merck Animal Health, 2024 U.S. Consumer Transparency and Traceability Omnibus Research Report.
- Aimpoint Research® and Merck Animal Health Transparency in Animal Protein, October 2022.