> Raising consumer awareness is essential [+]
Consumer recognition, comprehension and appropriation of TRACEO® is a key factor for success.
Faced with recurring food-related crises, consumers look for quality labels and signs on the products that they purchase. This applies primarily to areas such as health, safety, nutrition, allergies, and product preservation.
Consumers need to be familiarised with the TRACEO® concept for a successful and widespread implementation.
> Consumers prefer TRACEO® [+]
Public opinion and understanding of the TRACEO® concept has been put to the test on many occasions (consumer round tables, surveys, in-store testing...).
Once the consumers have been "familiarised" with how TRACEO
® works, results, which have proven to be very positive, show :
- A very fast and direct grasp of the concept and benefits of TRACEO®
- Consumer awareness of their responsibility with regards the cold chain when transporting and storing their products.
- A distinction is made between products that are the least and most sensitive to variations in temperature.
- A desire to see widespread implementation of such a process on all fresh products (a portion of consumers declare that they no longer wish to purchase products that do not bear the freshness label).
These results reveal that once consumers have been correctly "familiarised and informed", they do effectively use the TRACEO® freshness label as a landmark when selecting and purchasing their products.
> What the consumers say [+]
Consumer Round Table conducted in a mass retailing store in June 2004 :
- « TRACEO® provides a guarantee for product freshness »
- « It is a practical method for sustaining the cold chain »
- « TRACEO® assists us when purchasing products as well as when storing them »
- « I hope that the concept will be used for all fresh products »
> Extracts from results of the TRACEO® questionnaire within a Mass Retailing store [+]
(conducted in October and November 2005 on 312 consumers)
- 96% of consumers understood the information concerning TRACEO®
- 98% of consumers used the information given by TRACEO®
- 73% of consumers found the use of TRACEO® reassuring
- 70% of consumers would purchase products because they bear the TRACEO® label
- 80% of consumers felt that TRACEO® provides a service
- 38% of consumers would be prepared to pay higher prices for their products if it meant an improvement in terms of food safety
