How digital technologies are making grocery shopping more transparent
From QR code to webcam
Where does my breakfast egg come from, what's in my spread and how did the beans of my coffee get there? Germans want to know more about what goes on their plates. 84% are interested in using a barcode or QR code to call up information on the origin and ingredients of food using their smartphone: 40% already do this and a further 44% could imagine doing so in principle. These are the results of a representative survey commissioned by the digital association Bitkom among 1,004 people aged 16 and over in Germany.
Almost a quarter (24%) of consumers now search for product information directly on retailers' or manufacturers' websites, while a further 26% would consider doing so in the future. "Digital solutions give consumers more opportunities to find out more quickly and easily how food is produced. As more and more people are becoming more aware of what they eat, an appropriate online presence is becoming increasingly important for manufacturers. For the companies themselves, this often also means more direct customer contact and therefore valuable feedback for further development," says Margareta Maier, Digital Farming Officer at Bitkom. To date, 5 percent of Germans chat online with food producers, while a further quarter (25 percent) can imagine doing so.
Live insights into production are also well received by consumers: Every second person (50 percent) is interested in looking into the animal barn via webcam: 9 percent already use this, and a further 41 percent would consider it. There is a similar level of interest in fruit and vegetable growing: 7 percent already use webcams to watch this, while a further 47 percent can imagine doing so. When it comes to food processing, 2 percent already watch online via webcam, and a further 28 percent can imagine doing so. Maier: "The more transparent the production and supply chains become, the more conscious purchasing decisions can be made. More insights into animal husbandry, such as livestreams, can promote trust in the animal welfare-oriented work of farms."
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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