Abstract
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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