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Just How Important is Transparency? For Food Purchases, Very
Posted on August 31, 2016 by Chris Campbell

Imagine this scenario: you walk into your local grocery store and are presented with two options for your favorite style of cereal. One is packaged with a bunch of cartoon characters and images of the cereal, while the other presents its nutrition facts, ingredients and the process in which it is made clearly. Now imagine both of the products are identical. Which one do you pick?

Well, according to Label Insight's 2016 Transparency ROI Study, nine in ten consumers note that transparency is important to them across every single food product category. Some 40% noted they would switch to a new brand if that new brand offered full product transparency. And what's more: about 73% would even pay more for a product that offered complete transparency in its packaging. According to Patrick Moorhead, CMO of Label Insights:

"Label Insight has long believed that there is a tangible return on investment with transparency of product information between brands and consumers... This study reveals what matters most to consumers in terms of the products they use and consume, and draws a clear correlation between transparency and improved consumer trust, enhanced brand loyalty, and overall long term value in repeat purchase."

The benefits of providing transparency on food products was wide-reaching, according to the company. They found that 81% of consumers would consider a brand's entire portfolio of products after switching due to increased transparency. Brand trust was also boosted by transparency, with 94% of consumers saying they would be loyal to a brand that offers complete transparency and 54% noting additional product information would make them trust a brand more. What's more, Millennial Moms' spending was also improved: 86% of 18 to 34-year old women with children would pay more for food products with completely transparent information.

It's not a secret that consumers are increasingly concerned with artificial ingredients, flavors and colors. GMOs continue to be a hot debate among consumers, legislators and more. But one thing seems certain: consumers just want the truth. And about 3 in 4 will be purchasing that cereal with the proper nutrition facts presented.

Posted in Transparency   GMOs   Consumer Insights  


About the Author

Chris Campbell
Business Writer
The Food Institute

Chris focuses on fresh, canned and frozen fruit and fresh and dried vegetables for the Food Institute Report. In addition, he assists in compiling data for various Food Institute publications throughout the year. He is a proud Rutgers University alumnus with a degree in English, and has a background in web writing for a variety of industries, including legal, foodservice and small-to-medium sized businesses. In his downtime you can find him watching New York Yankees baseball, hiking, enjoying live music and spending time with his dog Kaiden. He invites you to contact him via email at to talk about anything food-related.


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