2017 Label Insight Ingredient Confusion Study

Label Insight study reveals 95% of American consumers are interested in using mobile technology to improve their label literacy.

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More than 1,000 consumers were surveyed on their feelings of confusion with food and personal care product ingredients and labeling, the behavioral impact of this confusion on purchasing behavior and how technology solutions might alleviate concerns.

Key findings include:

  • 60% of those surveyed say they trust the brand less when they see ingredients they don’t recognize or find confusing.
  • 64% of consumers would be willing to switch to another food product if they understand the ingredients in that product.
  • A staggering 95% of consumers are interested in a technology that allows them to easily get detailed product ingredient information using their mobile phone while they are in the store – 65% are very interested.