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Top 5 Things Consumers Look For On Food Labels

symbols grocery shoppers read on food labels

What are the top 5 things shoppers are looking for on food labels in stores?

Some of the things consumers are keeping an eye on are minimal sugars, real ingredients, no corn syrup, no artificial sweeteners, and all-natural!

If you are a food or beverage manufacturer you will definitely want to pay attention to the 2024 food label trends to keep your food labels up to par with grocery shoppers expectations. 

sugar

  1. Zero Added Sugar. Nearly half of shoppers (45%) emphasize the importance of choosing product labels with no added sugar. This preference is particularly prominent among older consumers, with approximately two-thirds of those seeking product labels without added sugar falling within the baby boomer (36%) and Gen X (28%) demographics. In contrast, only 8% of respondents concerned with added sugar belong to Gen Z. Additionally, 43% of consumers specifically look for the phrase "low sugar" on product labels, making it the most sought-after statement or claim.

    Real ingredients

  2. Made with Real Ingredients. A significant 44% of consumers prefer product labels that highlight the use of real ingredients. Notably, among those prioritizing real food ingredients, 57% identify as female. Shoppers are increasingly scrutinizing the foods they purchase and are inclined to opt for products that feature simple, recognizable ingredients on the label. This trend toward basic, wholesome ingredients is especially pronounced in the plant-based sector. Whole Foods Market says whole natural foods made from simple ingredients as a key trend to watch in 2024.

  3. No High-Fructose Corn Syrup. High-fructose corn syrup, a sweetener derived from corn starch and considered another form of added sugar, is often present in processed foods like candy, packaged sweets, soda, sauces, and fast food. Due to concerns about how the body metabolizes fructose compared to glucose, 38% of health-conscious consumers actively seek out product labels that do not contain high-fructose corn syrup.

  4. Zero Artificial Sweeteners. Artificial sweeteners have faced increased scrutiny, particularly after the World Health Organization (WHO) labeled aspartame, a common artificial sweetener, as a possible carcinogen. The WHO also released guidelines cautioning against the use of non-sugar sweeteners as a means to lose weight. Based on a systematic review, these guidelines suggest potential negative long-term effects of consuming artificial sweeteners, including an increased risk of type 2 diabetes and cardiovascular disease. Consequently, 38% of consumers now prioritize products that do not contain artificial sweeteners.

  5. All-Natural. For 35% of consumers, the presence of all-natural ingredients is a significant consideration. Presently, the U.S. Food and Drug Administration (FDA) lacks a formal definition for the term "natural" in food labeling. However, the FDA maintains a "longstanding policy" that interprets "natural" as indicating that nothing artificial or synthetic has been added to a product, which would not typically be present.

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