Design of packing and indication of origin are relevant decision criteria for consumers when shopping food products

In order to generalize the discussions held on the Internet portal “”, three representative accompanying studies with each 750 test persons were conducted in summer 2014 and presented today.

Inter alia, the studies find:

  • Indication of food origin can build trust and facilitate the choice process: Approx. 70% of the respondents indicate that they have more trust in food products with indication of origin and that these indications help to assess quality and freshness of the respective product.
  • Yet, there is no higher willingness to pay for these products: Approx. 60% claim that they are not willing to pay more for products with indication of origin.
  • Indication of the origin is especially relevant for animal products: For meat 89.7%, for eggs 83.2%, for milk 83.1% and for sausage products 83.1% of the respondents want to know the specific country of origin. With regard to pasta and ready-made meals, not more than 36.6% (40.7 respectively) demand that information.
  • Product images serve as useful guidance:  Almost 90% state that they pay attention to product images when shopping food.
  • Additional information like “Serving suggestion” or “Filling level varies” do not have any informative effect.

Further information can be found here.