Pulse Report: Label Reading from the Consumer Perspective Do consumers read product labels on today's consumer packaged goods?
Who can blame consumers for being confused or even dazed when it comes to reading, never mind absorbing, the information being disseminated in the media regarding food and beverages and then trying to make sense of what they are seeing on product labels?
As food and beverage product packaging begins to resemble the glut of logos and symbols plastered from hood to trunk of NASCAR auto racers, marketers are seeking to gain a deeper understanding on what are the most and least effective verbal and pictorial elements of food and beverage packaging. This Pulse Report, Label Reading from a Consumer Perspective, provides insights on those elements of packaging that are important to consumers and why.
What's Inside
This report seeks to provide insights on commonly used label components, and how such elements, ranging from nutrition fact panels to recycling symbols, are currently used in the context of growing interests in product ingredients, food safety and certifications of ethical, health or green production. The report examines:
Consumer perceptions of themselves as food and beverage label readers
Reasons for reading food and beverage labels
Top-of-mind label components of importance
Most important components of a package label and reasons for use
Frequency of label component use
Country of origin and importance on labels
Perceptions of label health claims credibility, reliability, regulation
Occasions for reading labels
Desires for nutrition labels in restaurants and food service
Awareness, trust and understanding of a wide variety of wellness and sustainability related symbols and icons
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