A major survey reveals that nearly 39% of online shoppers struggle to find best-before dates on FMCG websites, raising serious concerns regarding food safety and consumer transparency.
- 39% of shoppers could not find expiry dates on most FMCG websites.
- 33% of respondents reported zero visibility of dates on any app or site used.
- Major brands like Amul, Patanjali, and Nestle were flagged in the report.
- FSSAI is moving to enforce mandatory online display of best-before dates.
Imagine adding a packet of biscuits or a ready-to-eat meal to your digital cart. You check the price, ingredients, and pack size, but one critical piece of information is missing: how much shelf life does the product actually have left? This is the frustrating reality for a massive segment of India's online consumer base.
A nationwide survey conducted by LocalCircles involving nearly 20,000 consumers has sent shockwaves through the retail industry. The findings reveal that 39% of respondents could not find the best-before date on most FMCG brand websites or apps. Even more alarmingly, 33% stated they could not find this information on any platform they utilized.
Why This Matters
BozokMedia analysis shows that this lack of transparency creates a significant information asymmetry between brands and consumers. Without a manufacturing date, a generic statement like "use within 6 months" becomes meaningless, as the consumer cannot calculate the actual remaining life of the specific unit being purchased.
Digital transparency must extend beyond product aesthetics to include fundamental safety data like expiration dates.
The issue is not limited to third-party marketplaces; it extends to the Direct-to-Consumer (D2C) platforms of major industry giants. The survey flagged prominent brands including Amul, Patanjali, Unilever, ITC, and Nestle for failing to clearly display expiry details on their own official websites. For instance, on Patanjali's site, some listings mentioned a usage window from the date of manufacture but failed to provide the actual manufacturing date itself.
Historical Background: Under the Legal Metrology (Packaged Commodities) Rules, 2011 (amended in 2017), e-commerce entities are legally required to display mandatory declarations, including best-before dates, before a purchase is completed. Despite these existing laws, a regulatory gap has allowed many platforms to bypass these essential disclosures.
| User Experience Category | Percentage of Respondents |
|---|---|
| Found dates on all platforms | 27% |
| Found dates on most platforms | 14% |
| Found dates on no platforms | 33% |
| Could not find dates on most platforms | 39% |
Frequently Asked Questions
1. Is it illegal for brands to hide expiry dates online?
Yes, according to the Legal Metrology Rules, mandatory declarations like best-before dates must be displayed on digital platforms.
2. What is FSSAI doing about this issue?
FSSAI has announced plans to strictly enforce the online display of best-before dates to protect consumer interests.
