Consumers in Asia and Brazil check more frequently whether a product has been certified or not. In Brazil 69.7% (vs 53.4% average) know how to check for certification and in China 72.8% do the same. This is in sharp contrast to Europe, where most consumers do not feel this need to check for certification (39.8%).
Moreover, in Asia, 78.6% indicate that they would pay extra if the product or manufacturer is certified to a recognized quality or food safety standard. In China alone the number totals 79.9%. Countries where food safety is of higher concern tend to be more willing to pay extra for verified product information or product certification.