Tracking traceability attitudes

New Irish research shows commercial benefits of sharing traceability information with consumers



17 December 2020 | 0

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1 & 2: 

Last year, GS1 Ireland partnered with Shopper Intelligence to survey circa 11,000 Irish grocery shoppers, to measure behaviours and attitudes towards traceability. The research revealed a number of interesting insights and highlighted some key business benefits for both brands and retailers alike, from investing in and building consumer trust in their traceability.

In 2020, this study expanded to include approx. 20,000 Irish grocery shoppers enabling us to track these metrics to see how behaviours remain steady or evolve over time. We can also gauge attitudes against a backdrop of other metrics such as sustainability and price and look at demographics such as age and location.

In analysing the cohort of shoppers that deem traceability to be important, the data continues to highlight the business case for delivering on traceability and communicating that message clearly with Irish shoppers.

This is a group of shoppers, who shop more frequently, and spend more on the categories where traceability is important to them:






















3. Effective communication of traceability credentials can drive traffic/footfall in-store to a particular store:

4. Finally, these shoppers are open to further engagement in-store, to being provided with ideas and inspiration, if we give them the right information about produce traceability and credentials of origin (“Irishness”):

5. Consumer demand for data and transparency a primary driver for traceability today:

Risk management and regulatory compliance were the original drivers for the adoption of traceability practices following events such as the BSE and Pork Dioxin crises. In a new world of interrupted supply chains, delivery delays, and concerns about the environment and sustainability, buying local and certainty around the origin of a product has never been more to the fore.

The transition from paper-to-digital traceability has accelerated exponentially this year, in particular. Momentous progress has made in many industry sectors, from grocery and consumer goods, to healthcare and construction, to create ‘digital twins’ for products and to source, record and track products digitally.

“Traceability is a complex metric and business driver to navigate,” says Denis O’Brien, GS1 Ireland. “It comprises, on the one hand, a detailed amount of internal inventory and production data and, on the other, sharing and communicating that data in a way that is meaningful to consumers. That’s the real data challenge for most organisations that we deal with on a day-to-day basis.”


For advice on transforming your production data to meet consumer demands for transparency and product data, contact GS1 Ireland today on 01 2080660 or visit




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