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Shoppers in the Asia-Pacific have a taste for safe food.

The Nielsen Global Survey of Fresh Foods  released its report this month, revealing that food safety is one of the major influences for shoppers in the Asia-Pacific region. 

Fresh food contributes to more than 50% of food, grocery and personal care spending in most Asian countries.

“While modern trade fresh food shoppers are motivated by freshness and convenience, their view of these attributes are different than a traditional shopper,” said Peter Gale, managing director of Retailer Services, Nielsen Asia-Pacific and Middle East. “Freshness relates to cleanliness and food safety and the belief that they can trust the quality of the product. Convenience is about one-stop shopping rather than location.”

It is clear that food safety is at the front of the consumers mind when purchasing fresh produce, it is important to “Ensure high quality standards and effectively communicate the importance of food safety.” said Gale.

To read the full report click here.