What it Means to be ‘Clean’ in Today’s FMCG Market

As all marketers are well aware, today’s consumers are more educated than ever, largely because they have access to more information than ever—and that’s only going to continue. So when it comes time to shop, consumers are putting that knowledge to use, and they’re making their selections carefully and for specific purposes. They’re also willing to pay for products that meet their specific needs, and for many, those needs revolve around knowing exactly what’s in—and not in—the items they buy.
According to recent survey results from our strategic partner and product data company Label Insight, 39{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of U.S. consumers say they would switch from the brands they currently buy to others that provide clearer, more accurate product information. Additionally, 73{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of consumers surveyed by Nielsen say they feel positively about brands that share the “why behind the buy” information about their products. And what’s more, 68{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} say they’re willing to pay more for foods and beverages that don’t contain ingredients that they perceive are bad for them. In some cases, consumers are more interested in knowing what’s not included than what is included in the products they buy. In fact, 53{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of consumers say the exclusion of undesirable ingredients is more important than the inclusion of beneficial ingredients. Nielsen – Read more…​