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The food industry can no longer afford to ignore the influence of technology on consumer buying habits as ‘webrooming’ becomes widespread, recent research shows. The practice of scrutinising ingredient lists and verifying nutritional claims online before buying in store - also known as webrooming - is increasingly common. The survey indicates that 48% of respondents across Europe, the Middle-East and Africa are already using technology to compare products and a significant 17% frequently change their mind about buying food and drink after checking information online.
Technology is playing a decisive role in the continuing trend towards greater transparency within the food and drink industry, in particular the rise of mobile apps. Used in-store and at the point of purchase their influence is apparent, over one in ten of respondents said they always use mobile apps to check nutritional values and 46% sometimes do so.