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Key findings:
- 78% of Americans are concerned about the safety of ingredients in products such as food, cosmetics, and personal care items.
- Half of Americans (50%) say they are more concerned about harmful substances than they were a year ago.
- 57% say they have avoided certain products or brands, while 39% have switched to products perceived as more “natural” or “clean.”
- 61% of Americans say too little is being done to ensure products are safe from harmful ingredients.
Product recalls and growing scrutiny over ingredients in everyday products have kept consumer safety concerns in the spotlight. In recent years, major food and consumer goods brands have faced increased attention over issues ranging from contaminants and additives to product transparency and labeling practices. Meanwhile, social media discussions and online reviews have made it easier for consumers to share concerns and research ingredients themselves.
New YouGov Surveys: Self-serve data shows that concern about harmful substances in consumer products is widespread among Americans.
Insight #1: Most Americans are concerned about the safety of ingredients in everyday consumer products
Nearly eight in 10 U.S. adults say they are either very concerned (31%) or somewhat concerned (47%) about the safety of ingredients in products such as food, cosmetics, and personal care items.
Fewer than one in four Americans say they are not very concerned (18%) or not at all concerned (4%), while 1% are unsure.
Women are more likely than men to express strong concern about ingredient safety. More than a third of women (35%) say they are very concerned, compared to 26% of men. Men are slightly more likely than women to say they are not very concerned (21% vs. 16%) or not at all concerned (5% vs. 3%).
Insight #2: Americans’ concerns about harmful substances in products have grown
Half of U.S. adults (50%) say they are more concerned about harmful substances in consumer products than they were a year ago, while 46% say their level of concern is unchanged. Only 3% say they are less concerned than they were a year ago, and just 1% are unsure.
As awareness around ingredient safety grows, more than half say they have searched online for information about product ingredients or safety (54%) or read and researched ingredient labels (54%).
Comparatively fewer proportions of respondents have asked friends or family for advice (22%), consulted a doctor or healthcare professional (18%), or used a mobile app to check products (18%).
Relatively fewer Americans ((%) say they rely on social media content or influencers when evaluating product safety. Nearly one in five (19%) say they have done none of the listed actions.
Checking ingredient safety has become a regular part of the shopping process for many Americans. Over a quarter of U.S. adults say they check ingredients for product safety often (27%), 13% say they do this always pre-purchase, while another 36% say they do so sometimes. Far fewer say they rarely (17%) or never (7%) check ingredients before purchasing products.
Insight #3: Ingredient concerns are impact purchasing behavior
Ingredient safety concerns are affecting how many Americans shop. More than half of U.S. adults (57%) say they have avoided certain products or brands because of concerns about harmful ingredients, while 39% say they have reduced their use of certain product types or switched to products perceived as more “natural” or “clean” (39%). Nearly a quarter (23%) say they have paid more for products they perceive as safer.
Women are more likely to say they have switched to alternative “natural” or “clean” products (44% vs. 33%) and paid more for products perceived as safer (27% vs. 18%). Meanwhile, men are more likely than women to say they have not taken any of the listed actions (23% vs. 18%).
Insight #4: Most Americans think more should be done to ensure product safety
Many Americans believe stronger safeguards are needed around harmful ingredients in consumer products. Six in 10 U.S. adults (61%) say too little is being done to ensure products are safe from harmful ingredients, while 24% say about the right amount is being done.
Only 2% say too much is being done, while 13% are unsure.
For many Americans, ingredient safety is becoming a routine part of the purchasing process, influencing how they research products, which brands they trust, and what they are willing to buy. As scrutiny around product safety and transparency continues to grow, brands may face increasing pressure to clearly communicate ingredient information and build consumer trust.
Methodology:
YouGov polled 1,002 U.S. adults online on March 31, 2026. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, race, political affiliation, education level and region.
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