Indians Willing to Pay Premium for Safe Food

Indians Willing to Pay Premium for Safe Food

Having confidence in the safety of the food we eat should be a given.  But periodic news of food-borne diseases is enough to make any consumer somewhat wary.  According to the most recent Nielsen Global Online Survey, 97 percent of consumers in India consider the safety of food an important factor when deciding where to buy their groceries, and 85 percent said that they were willing to pay a premium for food that is safe.

Nearly nine in 10 Indians (86%) place ultimate responsibility for food safety on the food they consume at home on themselves.  More than six in 10 think that the food manufacturer has the main responsibility for providing them with safe food while only 8 percent think the retailer has the main responsibility.  The government is viewed as the most trusted entity when a food safety issue arises.

“Food contamination is a problem that Indians face every now and then.  Food supply in India is often fragmented involving a multitude of middlemen, which exposes it to various types of fraudulent practices.  In such conditions Indians are very careful of where they make purchases from and mostly go by the name of the manufacturer.  The retailer is not seen as the prima donna in India, the manufacturer is,” said Biswarup Banerjee, Associate Director, Marketing Communications, South Asia, The Nielsen Company.

Almost three-quarters (73%) believed that certain countries provide safer food than others, but most Indians agree that food grown in country is safer than imported food.  More than four in ten (42%) said that they try to actively buy locally made products to support the local farmer or producer, with 19 percent believing that local products are better for them and their family’s health.