Are brands handling product recalls right? US consumer sentiments revealed
October 4th, 2023, Janice Fernandes

Are brands handling product recalls right? US consumer sentiments revealed

Earlier this year the FDA recalled around 400 ready-to-eat food products sold in nine states because of potential listeria contamination. Responding to these types of incidents, Amazon has introduced a new platform dedicated to sharing product recall and safety alerts. In light of these developments, we aim to understand consumer sentiments and behaviors regarding repurchasing from brands following a recall incident.

Survey data reveals that about half US adults are open to giving brands another chance after experiencing a product recall – dairy products (51%), packaged goods (51%), and meat and seafood (47%).

However, a significant portion of consumers, nearly two-fifths, express their reluctance to buy food products from the same brand again if they have encountered a recall incident.

Among those US consumers who are hesitant to repurchase from the same brand, approximately three-quarters cite concerns about safety or product quality as the primary reason (75% meat, 73% dairy products and 72% packaged goods and beverages).

Another prevalent factor contributing to this reluctance is the loss of trust in the brand, with roughly three-fifths of consumers expressing doubts about repurchasing products in each category (60%, 59% and 56% respectively).

Around two-fifths of respondents who are unlikely to purchase from the same brand again say it’s because of how a brand has handled the recall (43% all) and their personal experience with a faulty product (42% meat and seafood, 42% dairy products and 38% packaged goods).

Past experiences with the brand (34%, 33% and 33% respectively) and negative reviews or media coverage (33%, 33% and 31% respectively) are the other reasons why consumers would be less likely to purchase from the company.

Word of mouth appears to have the least impact with around one-fifth of consumers picking it as a reason why they wouldn’t purchase from a brand again after a recall (21%, 22% and 21% respectively).

While many consumers have reservations about buying from a brand post-recall, more than two in five of those who are unlikely to repurchase from the same company still believe brands generally handle product recalls responsibly and transparently (43% meat, 45% dairy products and 41% packaged goods and beverages).

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Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on August 28-29, 2023, with a nationally representative sample of 1,178 adults in the United States (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.

Image: Getty Images