A new GS1 US consumer survey found that 94% of U.S. adults are concerned about the frequency of food recalls — up from 93% in 2025. More troubling: the share who believe recalls effectively protect public health dropped from 85% to 80% in the same period, suggesting consumer trust in the food safety system is eroding even as recall activity remains high.
The survey arrives during a cycle of high-profile produce-linked outbreaks and recalls. While only 9% of consumers say they'd never buy a recalled brand again, the majority cite contamination severity, time elapsed since the recall, and government guidance as the key factors in deciding whether to return. FSMA Section 204's Food Traceability Rule — which requires enhanced recordkeeping for high-risk foods including leafy greens — is set to take effect July 2028 and is the primary regulatory mechanism aimed at improving recall precision.
For produce category managers and salespeople, declining consumer trust is a category-level issue, not just a brand-level one. Retailers and suppliers who can demonstrate traceability infrastructure and fast response capability may have a meaningful differentiation opportunity as the industry moves toward 2028 compliance deadlines.