What do consumers really see when they look at a product label? That’s certainly a loaded question in today’s crowded claim environment, but rich qualitative ethnography helps demystify these perceptions.
In our discussions with consumers, several themes kept resurfacing:
Ingredient lists are the primary signal of processing: Consumers first look to the ingredient list to gauge how processed a product is, using both length and familiarity as key indicators.
Consumers expect claims to be both specific and relevant: As skepticism toward trend-driven claims grows, consumers want to quickly understand what a product does and why it matters—not parse through marketing.
Honesty matters: Claims seen as often hiding other, undesirable attributes typically trigger verification. This is especially pertinent as consumers look to avoid ingredients like added sugars.
Consider Claims & Cues 2026 your guidebook to building trust through better communication. The report reveals what consumers look for, what raises skepticism and which claims carry meaning across 24 food and beverage categories and five foodservice channels—giving brands a clearer path to more credible, relevant messaging.