Shoppers Demand Increased Transparency
Consumers want to know everything about the foods they eat, and they’ll switch brands, if necessary, for additional product information.
Sep 24, 2018
ARLINGTON, Va. – Shoppers are insisting on greater transparency and a closer connection to the foods they consume, according to a recent report from Label Insight and the Food Marketing Institute (FMI).
According to a research summary at Fooddive.com, in 47% of American households, someone is following a diet or health program. In addition, 61% of shoppers say they’re willing to pay more for brands that provide in-depth product information, and 89% said they’ll change brands if they’re not satisfied with the information available.
Twenty-six percent of consumers surveyed said they had shopped for groceries online in the past 30 days. Among these, 76% said they expect to see more product information when shopping online than in-store.
This trend extends across all generations and platforms. For baby boomers and Gen X, transparency means ingredient lists and nutritional information, according to the report. Millennials pay attention to these factors too, but they also want information on allergens, certifications and claims, animal welfare, fair trade and labor practices.
Consumers are willing to do the research necessary to learn more about the products they want to purchase. From scanning smartphones in the grocery aisle to doing a quick Google search during an online order, shoppers want details about health benefits, ingredients, dietary claims and more.
The researchers noted that transparency is no longer optional and both manufacturers and retailers should provide shoppers with in-depth information to build consumer trust and boost loyalty in a competitive market.
