94% of U.S. adults worried about food recall frequency

A significant majority of U.S. adults remain concerned about the frequency of food recalls, according to a new survey by GS1 US. The findings, released this week, show that 94% of respondents are worried about the number of recalls, a slight increase from 93% in the previous year. Additionally, the survey revealed that fewer consumers now believe food recalls effectively protect public health and safety, with 80% of respondents expressing doubt, down from 85% in 2025.

The survey highlights a growing trend of consumer caution following food safety incidents. Sixty-seven percent of Americans say they have avoided an entire food product category after a recall, up from 60% in 2025. Similarly, 66% of respondents are hesitant to purchase the same product or brand again, an increase from 59% last year. Fifty-nine percent of consumers have discarded recalled food even when their state or region was not affected, compared to 57% in 2025. Women are more likely to take these precautions, with 71% avoiding a whole category, compared to 63% of men.

Despite the concerns, only 9% of consumers say they would never purchase the recalled brand again. Those who might consider repurchasing cited several key factors, including the time since the recall (39%), the severity of the contamination (39%), and recommendations from authorities (35%).

“Food recalls are a critical part of the food safety system, but the challenge lies in making recall responses more precise,” said Bob Carpenter, president and CEO of GS1 US. “Companies need to quickly identify and remove affected products, and consumers need clearer information on what is and is not impacted. Traceability, supported by common standards and better data sharing across the supply chain, is essential to this effort.”

In response to these findings, the U.S. Food and Drug Administration (FDA) is implementing a new regulation aimed at strengthening recall effectiveness and improving food safety. The Food Traceability Rule, part of the Food Safety Modernization Act (FSMA) Section 204, takes effect on July 20, 2028. This regulation requires companies to maintain Key Data Elements associated with Critical Tracking Events and to provide information within 24 hours if requested by the FDA.

GS1 US is assisting the food industry in preparation for this rule through the application of GS1 Standards. These standards support supply chain visibility, improve data sharing, and enable rapid identification of affected products. GS1 US is providing ongoing education and guidance, including the FSMA Rule 204 Implementation Guideline, to help companies comply.

The adoption of two-dimensional (2D) barcodes, such as QR Codes powered by GS1, on product packaging is also advancing. These barcodes can store richer product data, such as batch or lot information, which can be crucial during safety issues. This technology supports consumer engagement and enhances recall management.