A new consumer survey commissioned by GS1 US has revealed that, although 85 percent of Americans believe food recalls are effective in protecting public health and safety, 93 percent are concerned about how frequently they occur.

Additional findings from the survey highlight the impact that food recalls have on consumer behavior:

• 60 percent say they have avoided an entire food category, such as lettuce, following a recall
• 59 percent report hesitancy to purchase the same product or brand again after a food recall—especially Millennials (65 percent) and Gen Z (64 percent) compared to Baby Boomers (53 percent)
• 57 percent admit to discarding recalled food even if their state or region was not impacted, with millennials (70 percent) most likely to take this precaution.

The frequency of food recalls is not necessarily a cause for alarm, however, as they are actually a sign that the food safety system is working, GS1 US researchers explain.

“Whether it’s due to contamination, undeclared allergens, or mislabeling, recalls are indicative of a more responsive system thanks to modern science, technology, and incoming regulations like the U.S. Food and Drug Administration’s (FDA’s) Food Traceability Final Rule, fulfilling Section 204(d) of the Food Safety Modernization Act (FSMA 204), which establishes traceability recordkeeping requirements, for persons who manufacture, process, pack, or hold foods included on the Food Traceability List (FTL).”

FDA recently proposed to extend the FSMA 204 compliance deadline until July 20, 2028. In “No Reason to Wait: Prepare Now for FSMA Rule 204” from the August/September 2025 issue of Food Safety Magazine, Liz Sertl explains what businesses must do to comply with FSMA 204 by the July 2028 deadline, describing the data infrastructure required to meet the rule's requirements.

Additionally, retailers can find resources to help prepare for FSMA 204 and recalls at www.gs1us.org/fsma.