Consumers are increasingly open to the idea of using in-store devices to deliver greater product information, according to research by the Institute of Grocery Distribution (IGD).

IT consultancy EDS, which commissioned the research, believes it shows that, although consumers prefer information on labels, they are willing to use technology if it would reduce packaging.

The top three pieces of information required are price, use-by dates and promotional information. However, the provenance of food is increasingly important, with 22 per cent wanting information on the country of origin of fresh produce and 20 per cent wanting information on regionally and locally sourced goods.

Some 30 per cent of consumers would be prepared to use barcode scanners on trolleys to provide further product information.

Information terminals in the aisle were given the thumbs up by 23 per cent, and 22 per cent would like to see buttons by each product, allowing them to choose to view particular information. 16 per cent would also like to see digital displays on shelves to update promotional information.

Improved packaging technology is also in demand – 28 per cent of consumers surveyed would like to see labels on packaging to prove food has been stored correctly throughout the supply chain.

While 36 per cent said they would not like to see any of the mentioned technologies introduced, this view was predominant among older respondents. Only 20 per cent of those aged 18 to 24, compared with 52 per cent of the over-65s, gave this answer.

IGD senior researcher Gerardine Padbury said: “In a world where we are becoming more concerned about the environment and reducing packaging on products, we face the challenge of providing more information, but with less packaging. Retailers need to embrace technology to give shoppers what they want.”