Safe and secure: Risk averse consumers want reassurance over product safety The implications of COVID-19 have been long-lasting and wide ranging, resulting in consumers questioning aspects of their lifestyle that they may previously have taken for granted. For instance, consumers are more conscious than ever about the spread of germs, viruses, and disease. They are also questioning if aspects of their lives may make them more vulnerable to illness, something that will have been exacerbated by media stories on issues claiming that imported food could potentially be a way in which COVID-19 is spread. As a result, consumers want more information than ever before on the products they purchase. Consumers are seeking information on the origin of products, how they have been formulated, and how they have been distributed. They also want reassurance over the safety of packaging. This is driving demand for localised products, as well as artisan products that are associated with maximum quality. Consumers can also demonstrate distrust for products from certain countries that they associate with poorer hygiene practices. This means that, more so than ever before, brands must provide information to consumers on the story behind the products they purchase.
Consumers want safety reassurances
53%
of Asia-Pacific consumers say that they have been more attentive to the country of origin of products in the last twelve months (2021)
61%
of Asia-Pacific consumers say that they are now more attentive to locality claims when buying products (2021) Source: COVID-19 survey, Q1 2021 (9,000 respondents)
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64%
of Asia-Pacific consumers say that they have changed their attitudes towards packaging in the last twelve months (2021)
52%
of Asia-Pacific consumers say that they now want more reassurance about the safe handling of products (2021)
