Results of the online survey of 1,000 U.S. adults reveal growing concern about recalls and underscore the importance of traceability in helping companies respond quickly, accurately, and transparently. Regulations like the U.S. Food and Drug Administration (U.S. FDA) Food Safety Modernization Act Rule 204 (FSMA Rule 204) aim to help the food supply chain respond faster to potential risks. Farms, distributors, brands, and retailers have an opportunity to quickly address consumer behavior that could be negatively impacting their business by enabling more precise traceability of food through the supply chain.
Recent food recalls continue to make headlines and shape consumer perceptions of food safety. To understand how attitudes have evolved since a 2025 survey, GS1 US surveyed consumers to explore their concerns about recall frequency, confidence in the recall process, and the impact recalls have on consumer behavior.
Recall Trends Survey Results
2026 - 94% | 2025 - 93%
of U.S. adults indicate that they’re concerned about the frequency of food recalls
2026 - 80% | 2025 - 85%
of U.S. adults believe that food recalls are effective in protecting public health and safety
2026 - 59% | 2025 - 57%
of consumers are willing to spend more money on a product that offers detailed product information.
2026 - 67% | 2025 - 60%
of U.S. adult consumers say that they have avoided an entire food product category, example, all lettuce, etc., after a food recall
Women - 71% | Men - 63%
Women are more likely to pull back after a recall, with 71% saying they have avoided a whole category compared with 63% of men.
2026 - 66% | 2025 - 59%
of U.S. adults share that they’re hesitant to purchase the same product or brand again after a food recall.
Turning Recall Readiness into Consumer Confidence
While consumers continue to view food recalls as an important public health safeguard, the findings indicate a growing sense of caution. While 80% of U.S. adults believe recalls are effective in protecting public health, concern about recall frequency has risen to 94%. That growing unease is influencing purchasing behavior: 67% of consumers avoid entire food categories after a recall, and 66% are hesitant to purchase the same brand again.
These findings underscore the importance of FSMA Rule 204 and the industry's continued focus on improving traceability. Under FSMA Rule 204, companies that deal with items on the Food Traceability List (FTL) must record key supply chain data and maintain these records for at least two years. The data must be available in a searchable electronic spreadsheet at minimum, with a preference for a fully digital, interoperable format that facilitates seamless data sharing between trading partners, and that data needs to be transmitted to the U.S. FDA within 24 hours of a request. Enhanced traceability capabilities can support faster identification of affected products. More targeted recalls can help reduce unnecessary product withdrawals, limit disruption across the supply chain, and provide consumers with greater confidence that only impacted products are affected.
For brands, the stakes extend beyond compliance. As recalls increasingly influence purchasing decisions and brand loyalty, investing in traceability today can help protect consumer trust, reduce business risk, and strengthen resilience in the face of future food safety events.
Strengthening Food Recall Readiness with GS1 Standards
When a food recall occurs, speed and accuracy are critical to protecting consumers. To better understand how traceability data supports faster recalls, GS1 US® and industry partners conducted a retail-initiated traceback exercise. Starting at the store level, participants captured product receiving data and traced it back through distributors and suppliers.
The pilot demonstrated that when following GS1 Standards, participants were able to trace product throughout transformation events and across international supply chains. For 59% of the product identified, a detailed product journey - from processing in Korea to transformation and labeling in Japan to distribution in the U.S. - was recorded, demonstrating that when data is captured and shared correctly, traceability is achievable.
Ready to strengthen your recall readiness? GS1 Standards provide the foundation for more accurate, efficient traceability across the supply chain. Learn how to get started a www.gs1us.org/fsma.
