UK shoppers are more sceptical than
ever about nutritional claims from manufacturers, according to a Datamonitor survey. Less than 44% of the population trust nutritional claims made by food and drink companies and are instead listening to the recommendations of family and friends.
In the UK 72% of respondents said that they consider the recommendations of family and friends important when choosing everyday products and services.
Analysts at Datamonitor say that the results are indicative of consumers' scepticism of 'all things commerce'. They say that trust-building strategies must be a priority for companies. The same survey found that consumers were equally distrustful about claims made by non-food products. Only 51% said that they thought claims made by cosmetic and toiletry companies were trustworthy.