The survey, conducted by IBM, also found that 60 per cent of people are actively concerned about the safety of food they purchase, while trust in food manufacturers to handle food recalls properly has fallen.

The authors noted: “Consumers are increasingly wary of the safety of food purchased at grocery stores, and their confidence in - and trust of - food retailers, manufacturers and grocers is declining.”

Customers are demanding more information on the products they buy and purchasing habits have also shifted as people are prepared to pay more for higher quality food, said the researchers.

To read the results of the study, link here.