A new report confirms that consumers are demanding more and more transparency when it comes to food products. For its 2016 Food Revolution Study, Label Insight surveyed more than 1,500 consumers “to determine how they make food choices, shop, and what they expect from brands when it comes to product information.”

Overall, the study found that consumers:

  • Value product transparency,
  • “Consider a wide array of information about a particular product before making purchase decisions,” and
  • Distrust the way brands currently provide them with such information.

Continue reading for more details.

Product labeling

Of survey respondents:

  • 94% say it’s important that brands and manufacturers are transparent about ingredients and production processes.
  • 67% believe it’s the brand or manufacturer’s responsibility to provide complete product information.
  • 75% do not trust the accuracy of food labels.
  • 35% are sometimes confused by labeling information.
  • 38% are concerned about eating products with labeling information they don’t recognize.
  • 27% say digital labels would make the in-store shopping process better.
  • 83% would value having access to more in-depth product information.

Consumer shopping habits

The study found that healthy ingredients are the most influential factor for brand loyalty, followed by price.

Further, of survey respondents:

  • 71% consider whether they have access to the full list of product ingredients when making purchase decisions.
  • 54% consider where the food was made when making purchase decisions.
  • 37% would switch brands if another brand shared more clear and detailed product information.
  • 53% shop according to a specific diet.

The full report is available for download from Label Insight.