When it comes to food and supplements, consumers are more aware than ever of what they’re putting into their bodies. And recently, there has been a shift towards healthier and more transparent labeling, with people looking for certain claims to ensure they’re making the best choices to meet their wellness goals. In fact, about two in three Americans (62 %) read food labels, with women (65%) more likely than men (58%) to do so.
With the following label claim trends in mind, you can take your business’ strategic marketing approach to a whole new level:
1. “Free From”
One of the most common claims consumers look for is “free from” certain ingredients, such as gluten, dairy, GMO and more. These claims are particularly important for those with allergies or specific lifestyle preferences. The free-from market continues to grow, and in recent years, the market was valued at $71,381.2 million with a CAGR of 13.5% from 2023-2028.
2. No Added Sodium
When it comes to meat and poultry products or canned goods, consumers are looking for options that are free from added sodium. This is because high sodium intake has been linked to several health issues, including high blood pressure and an increased risk of heart attack or stroke. According to the American Heart Association, sodium free, salt free or no sodium diets include less than 5 mg of sodium and no ingredient that is sodium chloride or contains sodium.
3. No Preservatives
Another important claim for consumers is the absence of preservatives. Many people are looking for more natural options and avoiding additives that are used to extend the shelf life of products. In a recent survey, roughly half of the consumers said they avoid artificial sweeteners, colors, flavors and preservatives at least some of the time.
4. No Added Sugar or “Without Added Sugar”
Sometimes “no added sugar” claims are a sweet spot for certain consumers, especially since sugar is a tricky topic in the health and wellness industry. Consumers are paying close attention to the amount of sugar in their food and drinks and the claim “no added sugar” means that the product is sweetened naturally, rather than with added sugars.
The FDA’s label change for food and beverages also played a role in consumers’ perception of sugar. Any food or beverage that included added sugars is now required to state the number of grams and the percent Daily Value (%DV) for added sugars on the Nutrition Facts label.
5. Specific Positive Health Benefits
Consumers are also looking for specific health benefits, in both vitamin, mineral and supplement (VMS) and food and beverage products. Products that make these claims need to be backed up by scientific evidence and often contain specific ingredients to support the benefit being marketed to them. However, it can be more challenging to have front-of-package claims for VMS products because the bar to make claims is high and scrutiny is strict, especially for meeting Recommended Dietary Allowance values.
6. Full-Day Servings
Consumers want to ensure they’re getting enough vitamins and nutrients in their diets, and they’re looking for products that provide a full-day serving in one serving. This is particularly important for those who have busy lifestyles and may struggle to get all the necessary nutrients from their diets alone. A few popular choices in this category:
- Vitamin C
- Fruits & Veggies
- Calcium
- Potassium
- Vitamin D
- Dietary Fiber
7. Functionality
Consumers are increasingly interested in products that offer functional benefits, such as improved energy or cognitive function. These claims need to be backed up by scientific evidence and often contain specific ingredients to support the benefit being advertised. How powerful can these claims be? Certain functional foods have the ability to:
- Impact certain functions within the body
- Offer health benefits or potential remedies for certain ailments
- Remove or replace ineffective or harmful ingredients, with the addition of a more beneficial one
8. Legally Proven Claims
When it comes to VMS products, consumers are looking for claims that are legally proven and scientifically backed. Brands must be able to prove 100% that they can make certain claims, which may include disclaimers. This can be more difficult to do than with food products, but is essential to build consumer trust with transparent labeling.
By factoring these top label trends into your marketing strategy, you can appeal to consumers who are looking for healthier, more natural options that support their specific health and wellness needs.
Do your products meet the requirements for these label claims, but you’re just not sure how to market them? ColinKurtis Advertising works with VMS and food and beverage brands to achieve consistent, accurate and integrated marketing that resonates with your target audiences. Contact Mitch Robinson at Mitch@colinkurtis.com or call 815-965-6657 EXT. 1 to learn how ColinKurtis can help you prioritize your front-of-package and label claims to meet your business goals.
Blog post from:
Valette Piper-Bledsoe
Vice President, Client Services
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