Almost all (98%) consumers care about what’s in the products they buy, according to a new report from Label Insight. However, they’re also confused when it comes to ingredients in food.

The study found that 83% of consumers are confused at least some of the time. In particular, the words “healthy,” “natural,” and “clean” are not well understood.

This makes people uncomfortable. Nearly half (45%) are concerned about eating food that contains ingredients they don’t understand, and 35% simply don’t buy the products.

It also erodes trust — 60% of people said they trusted a brand less when they couldn’t understand the ingredients.

What can food manufacturers do?

Well, first they can clean up their labels to include only non-confusing ingredients. The survey found that 81% of consumers are more likely to buy products with ingredients they recognize, 64% would switch to another product for more understandable ingredients, and 54% are willing to pay more for such products.

Companies can also provide technology to better educate their customers. More than 8 in 10 respondents said they would trust manufacturers more if they provided more information about their ingredients. And 95% expressed interest in using technology, like a mobile app, to look up said information while they were in the store.

Sources: Label Insight, Don’t be Confused About Ingredient Confusion

Label Insight, 2017 Label Insight Ingredient Confusion Study


Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.