QR codes forge link between consumer demand and product transparency, says GlobalData

Ramsey Baghdadi, Consumer Analyst at GlobalData, comments: “Trust is a key aspect of consumer product choices across the UK. It is, therefore, important for brands to clearly communicate the details of the production journey, including the origin and production methods.

“If labeling policies proposed by Steve Barclay are actioned, it will be a reasonable win for local manufacturers, as over a third (38%)* of UK consumers find products tailored to region/culture essential/nice to have. However, this would not significantly leverage sales for farmers, as it does not tell a detailed story of the supply chain journey.”

A survey* conducted by GlobalData found that over half (56%) of UK consumers claimed that they would find it extremely/quite/slightly useful if the point of origin and sustainability information could be accessed via a QR code on the packaging.

Baghdadi concludes: “Steve’s policies will be a positive step in making a more transparent supply chain. However, even more could be done with digitized solutions such as QR codes to reflect modern consumer behaviors and reliance on smartphone technology.

“In the long term, brands should use digital channels to communicate product information on-pack, as shoppers often use smartphones to browse information before their purchase. This will offer opportunities to ensure consumer-brand trust by learning detailed facts about production and locality.”

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