Brand trust falls after food recalls, with 1 in 6 reporting strong impact
As recent headlines spotlight an uptick in FDA-mandated food recalls — from ice cream tubs to ready-to-eat meals, among others — concern over food safety has taken center stage for many American consumers. We conducted a survey with YouGov Surveys: Serviced to understand how food recalls are affecting US adults and how they are responding to it.
Few have been directly affected, but the risk is broad
While nearly a fifth (18%) of US adults report having purchased a food product that was later recalled in the past six months, the scope of the recalls spans nearly every major food category. Among those affected, fruits or vegetables (52%) and eggs (48%) top the list of most frequently recalled purchases, followed closely by meat or poultry (44%) and milk/dairy (40%).
Other commonly recalled items include beverages like juice or plant-based milk (39%), snack foods such as chips or granola bars (37%), and fresh or packaged salads (32%). Even dessert favorites like ice cream or frozen yogurt were mentioned by nearly a third (30%) of those who experienced a recall.
Disposal and disengagement are common responses
The most common consumer reaction is discarding the recalled products: 41% say they threw them away. Nearly a third (30%) stopped consuming the product altogether, while 26% returned the product to the store. Despite these practical steps, fewer sought compensation — 23% requested a refund or replacement, and 9% contacted the manufacturer or store. A significant portion (18%) reported taking no action at all.
Media as the primary source
When it comes to learning about recalls, around two-fifths of affected consumers (39%) say they first heard the news through media coverage. Fewer were alerted directly by stores via email or text (12%), or through personal networks like family and friends (13%). Other sources, including government websites like the FDA’s (6%), brand websites (6%), and product packaging (5%), play smaller roles in notification.
Brand trust takes a measurable hit
Polling data shows food recalls have had a tangible effect on consumer trust. Among those impacted, 31% report a moderate loss of trust in the brand involved, while another 16% say the recall had a strong impact on their perception. Only 22% say it had no impact at all. These findings suggest that even isolated recall incidents can have broader reputational consequences for brands.
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