Consumer Confusion and Brand Choices

By Label Insight, Special for USDR

When examining food labels today, consumers are still confused about the ingredients in their food products. This confusion leads shoppers to not only consider switching brands but to pay more for brands whose ingredients they understand.

The study was released today by Label Insight, the market leader for product transparency. It surveyed more than 1,000 consumers on feelings of confusion with food product ingredients and labeling, the behavioral impact of this confusion on purchasing behavior and how technology solutions might alleviate concerns.

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