A study released by Label Insight contends US women are increasingly evaluating the contents of their personal care products and still walking away confused as to what the ingredients are and whether or not they fit into their personal requirements. And in response, shoppers are more willing to comparison shop for personal care products with recognizable ingredients and pay more for those products.
Label Insight surveyed more than 1,000 consumers on the importance of ingredients in personal care products, feelings of confusion with personal care product ingredients and labeling and the behavioral impact of this confusion on purchasing behavior for its 2017 Ingredient Confusion study.
According to the group, 68% of those surveyed believe it is important or extremely important to consider the ingredients when deciding which products to buy. Yet, consumers often do not recognize ingredients on labels. In fact, according to the survey 81% do not recognize ingredients on the label of personal care products at least somewhat often, and only 2% of women said they always understand what all of the ingredients are.
Label Insight enables access to complete and accurate product information for more than 400,000 products; its product transparency engine powers data-driven solutions for brands, retailers, researchers, analytics providers, government agencies and consumer applications by capturing and enhancing data contained on the packaging and labeling of food, pet, and personal care products. Label Insight customers use this data to provide greater transparency to consumers; easily participate in industry and government initiatives, such as SmartLabel; create more connected omni-channel experiences; and maximize category growth potential.