In today's market, transparency is the key to building consumer trust and increasing sales. Slowly but surely, brands that have invested in being as open with shoppers as possible are increasing market share relative to more conventional products.
This isn't just happening in the U.S., but on a global scale. A study by Nielsen found that while views of what constitutes a healthy diet can differ across regions, people all over the world are rejecting long lists of artificial ingredients in favor of natural products with clearer labeling.
"When shoppers consider different products, they are more likely to pay attention to what ingredients are excluded."
"Consumers are actively and proactively taking charge of their health," Andrew Mandzy, director of strategic insights for Nielsen's health and wellness group, said in a recent webinar, according to Marketing Daily. He added that this "is having significant impact on the entire store."
For instance, the study found that 75 percent of global respondents are concerned with the long-term health impacts of artificial ingredients, while 69 percent said that foods that lack these additives are always more healthful. In addition, 52 percent believed that foods with shorter ingredient lists are more helpful.
The survey results showed that when shoppers consider different products, they are more likely to pay attention to what ingredients are excluded, rather than the nutritional value that is included. This is especially true among those who adhere to special diets for health or allergy reasons. Just 45 percent of these respondents said that current products meet all of their needs.
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