Clarity Needed In Clean Labeling
The “why” and “how” behind a product have become as important as the product itself, according to new research from the Nielsen Co. Nearly 4 in 10 U.S. consumers say they would switch from the food and beverage brands they currently buy to others that provide clearer, more accurate product information, Nielsen said.
Sixty-eight per cent are willing to pay more for food and beverage products that don’t contain ingredients perceived as bad for them, and 53% say the exclusion of undesirable ingredients is more important than the inclusion of beneficial ingredients. As an example, Nielsen found that beverages that are free from artificial sweeteners are outperforming calorie-free beverages with antioxidants. . .