More than half (58%) of all shoppers and 87% of health-focused shoppers are reading labels all or most of the time prior to purchasing a new item, according to a study from Acosta Group.
This shows that ingredient transparency is key to purchasing decision, according to Acosta.
"Label reading is becoming a routine part of shopper decision-making," Mark Rahiya, Group President of Omnichannel Sales and Services, Acosta Group, said in a statement. "Consumers are actively seeking ingredients that support specific health goals. That creates an opportunity for natural and organic brands to connect through transparency and clearly communicated benefits."
Two-thirds of omni shoppers have a balanced or flexible approach to food and nutrition, selecting both healthy and indulgent foods for their grocery carts based on product availability, taste, occasion and mood.
A significant percentage of all consumers, however, are selecting products that support health and wellness:
- 35% of all shoppers define themselves as "health aware," or trying to eat healthy most of the time but enjoying occasional indulgences.
- 15% of Gen Z and 21% of Millennials define themselves as "health focused," or actively seeking nutritious foods, avoiding processed foods and prioritizing health in nearly every food choice, regardless of price.