Study Finds One-Third of Americans Knowingly Use Recalled Products

MasterControl, a leading provider of quality management and manufacturing software for life sciences and regulated industries, released a new report showing that 36% of Americans admit they would continue to use products even after a recall. 
 
“Companies hoping customers will take proactive steps to guard against recalled products aren’t taking the realities of consumer behavior into consideration. If products don’t get pulled from the market, companies are left open to legal and reputational risk,” said Jon Beckstrand, MasterControl CEO. “Brands need to spend more time listening to what consumers are willing to do when recalls occur so that they can ensure products are out of consumers’ hands and damage is minimized.”
 
MasterControl collected research using an online survey prepared by Method Research and distributed by RepData among n=1,008 adult U.S. consumers (age 18+). The sample was split between 4 equal-sized age groups by generation of respondents: Gen Z, Millennial, Gen X, and Boomers. Data was collected from May 13 to May 17, 2024.
 
The study found that 92% of consumers say they would take some type of action to mitigate the financial or physical harm from a recalled product—like asking for a refund or talking to a medical provider, however, many will continue to use faulty products.
 
Millennials (45%) and Gen Z (59%) are twice as likely to continue to use at least one kind of recalled product compared to Boomers (18%) and Gen X (23%).
 
21% of Gen Z agreed they are likely to use recalled vaccines compared to 3% of Boomers, 11% of Gen X, and 14% of Millennials. 23% of Gen Z agreed they are likely to use recalled baby formula compared to 2% of Boomers, 5% of Gen X, and 16% of Millennials.
 
However, the report also found that Americans want what they consume to be high standard. Three-quarters (77%) question the quality or safety of medical products, but they do little to keep harmful items from entering their bodies or homes, which can be a huge liability to manufacturers.
 
The study found that when recalls occur, many consumers abandon future interactions with brands, refusing to purchase more products from them or telling personal networks to avoid the brand.
 
56% of consumers said they would not purchase a product that was previously recalled, 42% have stopped using a product category entirely following a recall, and 51% of consumers said they would encourage friends or family not to buy products from a brand after learning of a recall from that company.
 
When it comes to prevention, more than two-thirds (68%) don’t proactively check for recalls and only 47% know how to properly report a safety concern or defect in a medical product.
 
“Preventing recalls is by far the best way for brands to build trust and reduce costs. However, if mistakes make it to market, the rising generation is looking for companies to engage and communicate with them in new ways,” Beckstrand said. “The smartest leaders will dive into these expectations and adjust processes to not only increase safety in our communities but repair brand reputations.”

How Brands Can Take Action

From the study, MasterControl came up with possible solutions for how brands can have more effective recalls. 
 
Nearly 40% of respondents feel there needs to be enhanced communication about recalls. Currently, the most effective channel brands are using to inform customers about recalls is traditional news media (42%). Another 30% of respondents hear about recalls from social media and 15% have heard about recalls from government sources like the FDA.
 
However, 42% of Americans prefer to get information about recalls from healthcare providers, 38% prefer to hear about recalls from the pharmacy or store where the product was purchased, and 37% prefer to hear about recalls from traditional news media. 
 
53% of consumers commented that they want brands to make the return or exchange process easier during recalls. A third (37%) responded needing increased transparency about product safety measures.
 
72% of consumers said they wish brands would offer a full refund when their product is recalled. Brands should also consider paying people to return products. Half respondents want the product replaced for free and a quarter (27%) would like discounts on future purchases.