Consumer expectations of nutrition labels are evolving as ingredient lists become a bigger factor in purchasing decisions, according to a new report from the International Food Information Council. Shoppers are increasingly interested not just in limiting unhealthy ingredients, like high sugar or sodium, but also in identifying beneficial nutrients such as protein.
Key findings include:
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Labeling Trends: 45% of consumers focus on calories, while 44% look for total sugars. Protein content has gained importance, with 42% actively seeking it on labels.
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Health Focus: More consumers are searching for nutrients that address health concerns, enhance sports performance, or improve beauty.
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Consumer Insights: About 40% of consumers believe it would be helpful to have guidance on both what to consume more of and what to limit on the front of food packages.
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Industry Response: Companies like WK Kellogg are updating their labels to highlight essential nutrients. The FDA has proposed requiring companies to display information on the front so health-oriented consumers can easily identify healthier options.
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Skepticism Towards Ingredients: As skepticism around artificial ingredients grows, approximately 58% of shoppers read labels thoroughly before making purchases.
Mark Rahiya from Acosta Group notes that label reading is becoming routine for shoppers, creating opportunities for brands that offer transparency and communicate health benefits clearly.
