Fifty percent of U.S. shoppers are worried about health risks from artificial ingredients, chemicals and preservatives in foods, with that number rising to 79 percent among health-focused shoppers, according to a new study from Acosta Group released Feb. 24.
The ingredients-focused shopper study found that 58 percent of all shoppers read labels all or most of the time before purchasing a new item, jumping to 87 percent for health-focused shoppers. The research was conducted with Acosta Group’s proprietary U.S. Shopper community of 1,083 members from Sept. 9-14.
“Label reading is becoming a routine part of shopper decision-making,” said Mark Rahiya, group president of omnichannel sales and services at Acosta Group. “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.”
Label reading on the rise
Label reading is increasing, with 40 percent of health-focused shoppers and 39 percent of Gen Z saying they’re reading labels more often than they were six months earlier, specifically those seeking nutritious non-processed foods.
Two-thirds of omni shoppers have a balanced or flexible approach to food and nutrition, selecting both healthy and indulgent foods based on product availability, taste, occasion and mood. However, a significant percentage are selecting products that support health and wellness: 35 percent of all shoppers define themselves as “health aware,” trying to eat healthy most of the time but enjoying occasional indulgences. Fifteen percent of Gen Z and 21 percent of Millennials define themselves as “health focused,” actively seeking nutritious foods, avoiding processed foods and prioritizing health in nearly every food choice, regardless of price.
“We learned that 58 percent of all shoppers are reading labels all or most of the time prior to purchasing a new item,” said Kathy Risch, SVP of thought leadership and shopper insights at Acosta Group. “That number jumps to 87 percent for health-focused shoppers. That’s a clear message to brand owners, confirming that ingredient transparency is key to purchasing decisions.”
Allergy and sensitivity concerns drive label reading
For consumers with specific health goals – whether weight management, digestion, allergy-free or increased energy levels – ingredient transparency is critical. More than 25 percent of U.S. shoppers have someone in their household with an allergy or sensitivity to ingredients in foods, beverages or beauty products, and 76 percent of these shoppers are reading labels all or most of the time. These shoppers called out natural and specialty stores as the highest-rated for assortment selection.
Nearly half of all shoppers are aware of national initiatives related to ingredients and product safety, and 58 percent support efforts to ban synthetic food dyes and certain sweeteners, transition to natural alternatives and standardize regulations across states. Notably, nearly 62 percent of all shoppers believe that more food product safety regulation is required, with 71 percent supporting U.S. efforts to meet Europe’s stricter standards on artificial ingredients.
Beauty products: clean label versus efficacy
In beauty and personal care categories, consumers are less inclined to select products based only on ingredients, taking a balanced approach in choosing products that feature natural ingredients as well as those that claim clinically proven results.
With price being constant, 42 percent of shoppers are choosing natural, “clean beauty” products (51 percent of Gen Z), and 39 percent are selecting results-focused products that contain FDA-approved synthetic peptides and preservatives with clinically proven effectiveness.
Ingredient transparency matters for those seeking natural ingredients in beauty and personal care items, with 59 percent reading labels all or most of the time. This cohort is also reading labels more than they had six months prior. Conversely, 47 percent of results-focused shoppers say they rarely or never read labels.
Product safety regulation is of interest to all beauty and personal care shoppers, with 45 percent supporting more regulation.
Acosta Group executives will present findings at Expo West in early March. The study was released ahead of the industry trade show to highlight how personalization, transparency and trust are shaping wellness-driven consumer behavior.
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