We’ve all witnessed the large, deliberate shift to healthy living options. Whether it be the promotion of exercise, the push of fitness clubs and magazines or eating a more plentiful diet, the buzz about healthy living is certainly being felt. This trend has taken the CPG and retail industry by storm. Almost every product being offered today has a low-fat or non-fat option, and it’s almost standard for packaging now to include natural, organic or allergen-free labels. While this all seems like a positive trend and move toward the right direction, it has created some concern amongst consumers.
While various product packaging may state an all natural or low-fat option, it sometimes comes in exchange for high amounts of sugar or fatty ingredients that aren’t even entirely natural. Just because a product is low-fat doesn’t necessarily mean it is sugar free. This has resulted in consumer confusion and disappointment with many feeling misinformed by manufacturers. Some consumers are left disheartened by the premise that in order to see what is truly in a product the label is not enough. This recent dilemma has become a rather precarious topic within the CPG industry.
Seeing the Big Picture
In a time where consumers are being conscious of their spending, creating and maintaining brand loyalty is more critical than ever. CPG manufacturers have the opportunity to be a part of this health food trend by being fully transparent with the ingredient list, therefore establishing themselves as a brand worthy of consumers’ trust.
As is, brands are already seeing this health and wellness trend as a competitive advantage and some are providing full disclosure when it comes to health food information, including non-GMO ingredients, specifying the percentage of organic and natural ingredients and listing the allergen-related ingredients a particular product contains. Some retailers have also started healthy lifestyle groups within their community for shoppers interested in learning more about healthy eating strategies. Ultimately, transparency fosters customer trust and loyalty. As this health food trend continues to unfold, it seems safe to assume that CPG companies will have to get on board with full ingredient disclosure, as some already have, per consumers’ request.
