COVID-19 update included
The content of this report will be updated with the latest scenarios based on the global COVID-19 Pandemic


Transparency demands that products and processes stand up to scrutiny. Consumers have become highly sceptical, even cynical, and want deeper, more authentic reassurances and transparency about how products are produced. Brands must better define, explain, or quantify how they are different across a range of criteria in order to establish higher trust.

Trend drivers

  • Various product safety scandals and media coverage of associated lawsuits has made consumers more skeptical, and cynical of brands and their products.
  • Pollution, waste, natural resource depletion, and climate change all heighten the expectations that consumers have for corporations. Many are even skeptical when brands attempt to address such issues.

Consumer targets

  • Younger consumers with regular internet access seek frequent, transparent information from brands.
  • Parents with young children seek trust in brands to manufacture safe, beneficial products.
  • Older consumers who trust and favour professional advice over FMCG brands.

Develop packaging and printing techniques conveying authenticity, traceability, and protecting against counterfeiting. Emphasize transparency through simplistic packaging and “clean labels” stating short ingredients lists and essential information only. Highlight traceability of products by informing consumers of sourcing and origin information.

The report "TrendSights Analysis: Trust & Transparency" explores what the Trust & Transparency trend is, why it is important, who is most influenced by it, and how brands and manufacturers can capitalize on it. Additionally, this report helps to understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry, helps in identifying where the trend is heading next and how long it will last.

Companies mentioned in this report: RXBar, Salty Girl Seafood, EPIC Bites, Innocent Drinks, Suja, Veri Organic, Crown Royal Whiskey, FAIR Vodka, Black Towers Wine, Belif, PHB Ethical Beauty, Bio-D, SC Johnson, The Honest Kitchen.


  • Over half of global consumers state that a "trusted" brand is important or very important when choosing soft drinks to purchase.
  • Two-thirds of global consumers don’t think that scientific claims made about beauty or grooming products are trustworthy.
  • Half of global consumers find it hard to fully trust any grocery business, regardless of size.

Reasons To Buy

  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.