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12.05.2007

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ORDER TODAY » Pulse Report FOOD & BEVERAGE LABELING FROM A CONSUMER PERSPECTIVE Food & Beverage Labeling from a Consumer Perspective provide insights on commonly used label components, and how such elements, ranging from nutrition fact panels to recycling symbols, are currently used by today's evolving consumer. Order your copy today »

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For more Hartman Group articles on FOOD LABELING, click here...

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Lost In (Label) Translation

Food and beverage labeling and "on-package" marketing is becoming a jumbled and chaotic world of information. From nutrition facts, to country of origin and product narratives, packaged goods are becoming crowded sources that educate, inform and even entertain. Yet despite the dizzying spread of information on most product packages consumers are doing more than just glancing at labels, they are actually reading them. In fact, despite the rise of symbols and certifications—spanning the gamut from "tooth friendly" to "free range"—our Pulse Report: Label Reading from a Consumer Perspective shows that label readership is on the rise.

This report reveals that 28% of Americans are reading labels much more frequently today than a year ago. Another 31% of consumers are reading labels slightly more often, underscoring that the majority of consumers take label reading seriously. Much like consumers we examined in previous wellness lifestyle research, today’s consumers examine labels according to their personal lifestyle priorities. This is due, in part, to the cultural equations consumers are drawing between nutrition and personal health. Now we see large groups of consumers adding "label reading" as part of health and wellness lifestyles and their attempt to try and comprehend "what's in the box." In the area of food and beverages, across consumer segments, label reading appears to be a strong habit that is increasing in intensity.

What’s on the Label?

With consumers paying closer attention to labels, how might food and beverage marketers and regulators, like the FDA, make life easier for consumers in their attempts to sort through the myriad of statements, claims, symbols and printed information found on packaging? Label Reading From a Consumer Perspective finds that among the many different components found on a typical food or beverage package label, the most important "parts of a package" consumers look at are the nutrition facts panel, ingredient lists and expiration (freshness) dates.

Consumer desire for higher quality products is emerging as the macro trend of the 21st century with implications extending well beyond the foreseeable future. An integral part of the evolution of food quality is the shift toward higher freshness standards. As consumers seek out higher quality food products, they will want to know just "how fresh" a product is. Among 16 different package components tested, the first and third most frequently examined label elements relate to freshness.

The majority of American consumers (60%) "always" look for expiration dates while close to half of consumers (49%) "always" look at the freshness or "made on" date. Sandwiched between the expiration and freshness date, the nutrition facts panel is the second most frequently examined label component: 50% of consumers "always" check nutrition facts panels. The other most frequently examined label component is the ingredients list, which 47% of consumers "always" examine (Figure One).

Figure One: Top Four "Always Read" Elements of a Label

Source: 2007 Hartman Group Label Reading Survey, (n= 747 consumers).

User Friendliness of Product Labels

The nutrition facts panel, ingredient list and freshness date are central to consumer "package inspections," but does this mean they are user friendly? While they are the most important and frequently looked at components of a product’s label, as our Label Reading report indicates, consumers have a number of issues with each of these. For example, the FDA requires that ingredient lists be printed at a font size "that is at least 1/16 inch in height. " Unfortunately, and as commented on by many consumers, a majority of manufacturers comply at the minimum type size for ingredients lists, resulting in frustration for those trying to read such information. With one of the largest segments of the population, Boomers, increasing in age, reading the fine print isn’t as easy as it once was.

Many shoppers express frustration with locating freshness related information such as the expiration, "made on" or "sell by" date. Ditto on the frustration front when it comes trying to decipher elements of the nutrition facts panel because of variations in product properties (e.g., total calories) in relation to serving size that vary by product type, brand or category.

Connecting the Dots

The casual examination of such label-related details by shoppers, ranging from quick inspections of expiration dates, perusal of ingredients or glances at health claims, while not a central lifestyle behavior (for example, compared to preparing meals), is yet another sign of the many adjustments consumers are making in their daily routine. This is especially true when we consider the impact on label reading behaviors that news headlines such as those describing tainted imports, food safety scares, or the benefits of eating whole grains, may have on consumers.

Food safety is one of the more pressing issues facing consumers, food and beverage manufacturers, marketers and retailers alike. An integral aspect of food safety is the source (or origin) of products and ingredients. Label Reading from a Consumer Perspective examines where consumers are at with respect to country of origin labeling (COOL) and their attitudes toward the credibility, reliability, and regulation of health claims as well as consumer desires for nutrition labels in restaurants and foodservice settings. The report also examines awareness, trust and understanding of 13 symbols and icons spanning the worlds of health and wellness, nutrition, ethical consumption and sustainability.

The issues surrounding the relevance, usefulness and effectiveness of information and messaging printed on product labels (not to mention government regulation) will only continue to grow in complexity. Label Reading from a Consumer Perspective provides timely insights for anyone involved or interested in developing more effective on-package communications and symbols.

Click here to obtain your copy of Label Reading from a Consumer Perspective.

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