New GS1 survey reveals consumer concerns over frequency of food recalls in US

U.S.A – A new consumer survey commissioned by GS1 US has shed light on how Americans view food recalls, revealing both trust in their effectiveness and concern over their frequency. 

While 85% of respondents believe recalls are successful in protecting public health and safety, 93% expressed unease about how often these incidents occur.

The survey further examined how recall influences consumer behavior. 60% of participants admitted to avoiding an entire food category, such as lettuce, following a recall. 

59% reported hesitancy to purchase the same product or brand again, with younger consumers, millennials (65%) and Gen Z (64%), showing more reluctance than baby boomers (53%). 

Additionally, 57% of consumers reported discarding recalled food, even when their region was not affected, with 70% of them stating that they had taken this step.

Bob Carpenter, president and CEO of GS1 US, emphasized that food recalls occur for varied reasons, including bacterial contamination, undeclared allergens, foreign objects, or mislabeling. 

He explained that while the high frequency of recalls may raise alarms, it reflects the increasing strength of food safety systems made possible by advances in science, technology, and regulation. 

Improved tracking tools, barcoding standards, and traceability requirements, Carpenter noted, are helping regulators and industry partners quickly identify and remove unsafe products from the market.

Regulatory updates are also reshaping how recalls are managed. The FDA’s Food Safety Modernization Act (FSMA), signed into law in 2011, continues to evolve through rules such as FSMA Rule 204. 

This rule, focused on foods most often implicated in recalls such as leafy greens, nut butters, and shell eggs, introduces stricter record-keeping requirements and mandates that complete traceability data be made available to the FDA within 24 hours. 

The agency has proposed extending the implementation deadline to July 20, 2028, providing companies with additional time to prepare.

GS1 US is actively supporting the industry’s compliance efforts by applying GS1 Standards to enhance supply chain transparency and data sharing. 

The organization continues to educate stakeholders through guidance documents, such as the FSMA Rule 204 Implementation Guideline, and through initiatives like the Food Industry FSMA 204 Collaboration, which provides clear messaging and practical resources.

Through these measures, GS1 US and regulatory bodies are working to strike a balance between consumer confidence and effective recall management, reinforcing the idea that food safety requires both vigilance and innovation.

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