Americans are increasingly cautious about food recalls. Recent polling shows that safety warnings are affecting not only how consumers perceive recalled brands but also their purchasing decisions.
Concerns and Survey Results
A survey by GS1 US of 1,000 U.S. adults reveals that 94% are worried about the frequency of food recalls. This marks a slight increase from 93% in 2025. Confidence in recalls effectively protecting public health dropped from 85% to 80%.
The survey results follow a summer filled with notable food recalls leading to disease outbreaks. For instance, a salmonella outbreak traced to jalapeño peppers from Mexico affected at least 431 people across 32 states. This outbreak resulted in 57 hospitalizations, though there were no reported deaths, according to the FDA. Another significant outbreak involving cyclospora linked to iceberg lettuce resulted in 11,458 reported illnesses across 20 states, 495 hospitalizations, and two deaths.
Impact on Consumer Behavior
Recalls appear to be influencing consumer behavior beyond the specific products involved. Sixty-seven percent of adults reported avoiding an entire category of food after a recall, an increase from 60% last year. Another 66% expressed reluctance to purchase the same product or brand again, up from 59% in 2025.
The change in purchasing habits is more pronounced among women. Seventy-one percent reported avoiding an entire food category following a recall, compared to 63% of men. Additionally, 59% of consumers indicated they would pay more for a product with detailed information, up from 57%.
Understanding Food Recalls
The FDA defines a food recall as the market removal of products violating its regulations. Recalls are typically initiated voluntarily by manufacturers or distributors, although the FDA can request or mandate them. The agency oversees most foods, while the U.S. Department of Agriculture regulates meat, poultry, and processed egg products.
Reasons for recalls vary. They include harmful bacteria, labeling errors, and foreign material entering food. An analysis by Trace One, using FDA recall data from 2021 to 2025, found allergen contamination as the leading cause, at 45.2%. This includes exposure to allergens like milk, wheat, or nuts without proper warnings. Bacterial contamination accounted for 22.6%, involving pathogens like Salmonella, E. coli, and Listeria. Foreign objects accounted for 10.8%, including plastic, metal, or rocks that may cause injury if consumed. Lead contamination was a lesser cause at 0.1%.
The combined analysis of FDA and USDA data showed the total number of food recalls increased from 505 in 2021 to 613 in 2025—a rise of 21.4%. Class I recalls, those posing the highest health risks, increased by 36.4% during the same period.
Consumer Responses to Recalls
Despite growing concerns, most consumers do not permanently shun a brand following a recall. Only 9% said they would never repurchase a recalled brand. Among those open to returning, 39% cited the time elapsed since the recall as a factor, another 39% mentioned the severity of the contamination, and 35% considered recommendations from authorities.
Bob Carpenter, president and CEO of GS1 US, commented that recalls are integral to protecting consumers. He suggested that improved tracing can help companies quickly identify affected products and provide clearer information on safe options.
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