A report from the International Food Information Council reveals that consumer expectations regarding nutrition labels are shifting. Shoppers are seeking more than just ingredient lists; they want to know about nutrients to include in their diets, with protein being a particular focus.
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According to the report, 45% of consumers check for calorie counts, and 44% monitor total sugars. However, protein content is gaining importance, with 42% of shoppers scrutinizing nutrition labels for this nutrient. The findings highlight a trend where consumers are increasingly aware of functional ingredients that can address health issues, enhance sports performance, or support beauty.
The report indicates that around four in ten consumers believe it would be beneficial to see guidelines on both nutrients to increase and limit directly on food packaging. Some companies are responding to this shift by updating their labels. For instance, WK Kellogg has redesigned its nutrition labels to emphasize health benefits like protein and fiber.
The FDA has also proposed that food manufacturers provide information on the front of packaging, aiming to help consumers quickly identify healthier options, although this focus would primarily be on nutrients to limit.
This move towards clearer nutrition information aligns with a growing consumer skepticism of artificial ingredients. An Acosta Group survey shows that nearly 58% of shoppers read labels either all or most of the time before making a purchase. Mark Rahiya, president of omnichannel sales and services at Acosta Group, noted that label reading has become a routine aspect of shopping behavior, creating opportunities for natural and organic brands to connect with consumers through transparency.