Growth in High-Order Attributes Studies indicate shoppers are rewarding transparency. Seventy-four percent of shoppers claims they would switch to a more transparent brand (FMI & Label Insight - The Transparency Imperative). As evidence, brands with digital SmartLabel pages that enable digital labeling transparency have grown by 10.7% over the last 52 weeks in a number of categories that are either flat or declining. “Most major brands and retailers are losing share, volume, or margins, sometimes all three.” Gordon Wade, CatMan + Transparency
Transparency is here to stay. Recently the FMI & Label Insight Transparency Imperative report stated that over 86% of shoppers are more likely to trust a brand or retailer who provides complete and easy-to-understand definitions for all ingredients. And the same study demonstrated that 74% of shoppers would be willing to switch to another brand that provided more information – a 90% increase from 39% in 2016.