While consumers are more health-conscious than ever, less than half of them actually read labels before placing food products in their shopping carts. Marketers everywhere are now scratching their heads, because food labels
are not just an informative medium subject to ever changing regulatory compliance rules
but also a chance for brands to boost sales
. So what do food labels have to include in order to meet consumer needs and expectations
these days? According to Mintel’s Food Packaging Trends: Spotlight on Food Labeling
report, much depends on the demographic makeup of the target audience.
- Good to know: Esko’s Dynamic Content plugin enables you to quickly replace nutrition facts tables with 2018 FDA compliant tables.
Older consumers look for a list of ingredients
As seventy percent
of consumers read food labels in search of a list of ingredients, it certainly pays for brands to highlight these lists on their packaging designs and to make sure they’re adequately legible. Remarkably enough, most consumers who attach importance to a clear list of ingredients
belong to an older age group. Millennials
, by contrast, are more persuaded by reassuring product descriptions
like “free from
”, “organic”, “natural”, “with real”, …
Millennial consumers care about corporate identity
While twenty-five percent of the older consumers surveyed by Mintel found it unnecessary for food labels to mention product or brand history
, the majority of Millennials do attach importance to sustainability and knowing where their food purchases come from. They also admit to relying on third-party certifications
and seals to decide whether a brand’s values and corporate identity are in line with their own.
Food labels: cheap shoppers prioritize expiration dates
Contrary to what is usually expected from consumers who are always on the lookout for a bargain, more than half of this type of consumers favor name brand products
as they believe their expiration dates to be more reliable. Probably a little less surprising about this consumer demographic is the fact that two thirds of them feel that food labels should, of all things, feature clearly placed
and legible expiration dates.
Inspired by Packaging Digest