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New Research from FMI and Label Insight Reveals Omnichannel Grocery Shoppers See Transparency As Essential Across In-Store and Online Shopping Channels

CHICAGO, June 23, 2020 /PRNewswire/ — Today, FMI – The Food Industry Association and Label Insight, the product transparency market leader, released the research report “Transparency Trends: Omnichannel Grocery Shopping from the Consumer Perspective.” The 2020 research touts the rationale for how 81% of shoppers say transparency is important or extremely important to them both online and in-store. The analysis offers the leading considerations among consumers for how they define transparency when grocery shopping.

The “Transparency Trends: Omnichannel Grocery Shopping from the Consumer Perspective” report is based on data collected between March 5 and March 18, 2020 from 1,000 U.S. omnichannel grocery shoppers who shopped online for groceries in the previous month — in addition to shopping in-store. The report is a follow-up to “The Transparency Imperative: Product Labeling from the Consumer Perspective” study conducted in 2018, which examined the growing importance of transparency. This year’s research builds off of the 2018 study, diving deeper into shoppers’ behaviors and expectations for transparency with in-store and online shopping.

“It’s one thing to know consumers want transparency, it’s another thing to act on it. We’re seeing more and more that providing detailed product information is key to building trust and loyalty with consumers,” said Tim Whiting, VP of Marketing at Label Insight. “Moving forward, brands will need to continue to listen better to their customers, continuously update their online and in-store content to keep pace with changing consumer preferences and be an open book when it comes to their products so that they can maintain and grow market share.”

Key findings

FMI Vice President, Industry Relations, Doug Baker commented that transparency matters for omnichannel grocery shoppers, but there are distinctions among the platforms employed by these consumers. “Pre-pandemic, online shoppers expressed a desire for expanded features that would enable search capabilities, exploration and better ways to compare products. The analysis helps food retailers prioritize how consumers want to engage with them and their brands in an authentic way.”

To get the full report, visit

About FMI
As the food industry association, FMI works with and on behalf of the entire industry to advance a safer, healthier and more efficient consumer food supply chain. FMI brings together a wide range of members across the value chain — from retailers that sell to consumers, to producers that supply food and other products, as well as the wide-variety of companies providing critical services — to amplify the collective work of the industry.

About Label Insight
Label Insight drives growth for CPG brands and grocery retailers through unparalleled product transparency. As the trusted partner of over 300 retail banners, over 5500 CPG brands, and organizations including the FDA, USDA and American Heart Association, its best-in-class product attribute data and patented data science empower companies to unlock new growth opportunities both online and in-store.

Label Insight covers more than 80 percent of U.S. food, pet, and personal care products, and over 99% of all consumer online searches, with a market-leading database of over 200,000 product nutrients, 400,000 product ingredients and 9 million product claims. For more information, visit

Media Contacts
Lucas Strombeck
Walker Sands

Heather Garlich

SOURCE Label Insight

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