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 don't just want to know whether a product contains ingredients they should try to limit in their diet, such as high sugar or sodium. They're now increasingly looking to see whether a product has nutrients to add to their diet including protein, the study from the International Food Information Council said.
Consumers scan for a broad range of information within food labels, with 45% looking at calories and 44% watching out for total sugars, the report found. But protein content has also become more important, with 42% of shoppers looking out for the ingredient in nutrition lists.
The findings from the IFIC showcase how consumer engagement with nutrition labels is changing with the growth of functional ingredients. More consumers are looking for protein or other nutrients that can benefit specific health issues, sports performance or beauty.
About four in 10 consumers said it would be helpful to see both what to consume more of and what to consume less of on the front of food and beverage packages, according to IFIC.
More companies are revamping their nutrition labels to make them more accessible to consumers. WK Kellogg, for example, has updated its nutrition label to highlight health benefits such as protein, fibers and other nutrients consumers need.
The FDA has also proposed food companies put information on the front of packaging for consumers to more quickly identify healthier products, though the requirement would focus on nutrients to limit.
Making nutrition information more accessible comes as consumers become more skeptical of artificial ingredients and seek out more natural options. Close to 58% of all shoppers are reading labels all or most of the time prior to purchasing a new item, according to an Acosta Group survey.
“Label reading is becoming a routine part of shopper decision-making,” Mark Rahiya, group president of omnichannel sales and services at Acosta Group, said in a statement. “Consumers are actively seeking ingredients that support specific health goals. That creates an opportunity for natural and organic brands to connect through transparency and clearly communicated benefits.”
