Grocery Shoppers Hungry for Info

Mobile Phones Used to Access Facts in Food Stores

Source: eMarkerter

Close to a quarter of food shoppers use their phones in store to learn more about a product, whether on a brand’s website or through online reviews, according to a  March 2010 Deloitte survey. Food-focused mobile use is heaviest for coupons and promotions. But the study also found consumers are hungry for information about food.

An April 2010 study by Latitude found food shoppers are interested in food information related to health and quality. Deloitte respondents had similar concerns:

• 51% said the country-of-origin labeling for fresh meat and produce is extremely important
• 54% said nutritional facts should be included 

Currently, product information tends to be provided by the brands themselves or mobile apps like the new True Food Shopping Guide, which provides details on items that contain genetically modified foods.