Innovation Summit 2020

Did you know there are 147 “ecolabels” for food products alone? This number doesn’t even include the number of nutrition claims that are used. With so much consumer confusion and mistrust toward these labels, industry stakeholders have raised concerns about how to guide their labeling efforts. Based on interactions with the industry and the community, our team devised a survey to determine how customers view sustainability and nutrition when purchasing food products. By testing different packaging layouts and messaging techniques, we obtained qualitative and quantitative insights into what resonated most with consumers in terms of sustainable nutrition messaging. Our findings have identified specific strategies to communicate sustainability and nutrition through packaging, aiming to reduce confusion and increase consumer trust. We invite you to review our research and consider implementing our insights into your own company's labeling efforts.