Your consumers want transparency. They want to know what’s in the products they’re eating and using. As a brand, you want to deliver this information. So when the SmartLabel initiative was announced you rejoiced. A way to conveniently give shoppers access to lots of information about your products? Yes, please!
We recently hosted a webinar with Unilever titled Getting Smart About SmartLabel. Our goal was to share all of the great learnings we gleaned from the launch of the Hellmann’s brand SmartLabel pages. Label Insight Chief Customer Officer Ronak Sheth co-hosted the webinar with Unilever Brand Manager Tracy Shepard-Rashkin. In the spirit of transparency, both shared open, honest feedback about the things that worked, and where bumps in the road arose.
It’s no secret that consumers are demanding more information about the products they use and consume. For brands, this means finding new and better ways to share product details to help inform shoppers’ buying decisions. One such way is SmartLabel. This transparency initiative is aimed at providing consumers with instant, detailed product information.
The Honest Company made headlines recently -- and not for reasons it would like. Last week, the Wall Street Journal reported the company uses SLS (sodium lauryl sulfate) in its laundry detergent, an ingredient the Honest Company has always claimed it doesn’t use. Jessica Alba, founder of the $1.7 billion maker of safe and effective home products, quickly refuted the report, stating the WSJ falsely claimed the detergent contained SLS, and, in fact, contains SCS (sodium coco sulfate), a gentler alternative that is less irritating and safer to use.
Picky consumers want to know what they’re eating, without needing a science degree
Consumers hold manufacturers more accountable for supply chain transparency than they do farmers, restaurants or grocery stores.
An evolving world — increased digital technology, demographic shifts, and global economic realignment — are shaping the food industry. Campbell Soup made this point and talked about its response to these critical factors at its CAGNY presentation Wednesday.
Parents pinning paleo recipes on Pinterest. Graduate students studying green energy, Googling gluten-free granola bars. Fitness instructors Facebooking photos of fair-trade fruits and vegetables. Meet the modern consumer. We’re tech-savvy, health, environmentally and socially conscious, and connected to countless, intersecting online communities sharing information in real-time. And it’s a recipe that has created an unprecedented hunger for knowledge. (Pun fully intended.)
What began as an industry buzzword is now an expectation, a handshake with the consumer to be open and honest about products. For companies that have yet to adapt transparency, getting on board could be a big problem, according to industry players.
On Monday, a new study by Deloitte, the Food Marketing Institute (FMI) and the Grocery Manufacturers Association (GMA) was released that showcased some of the evolving factors influencing customer decisions in food and beverage purchases. These findings were very much aligned with what Label Insight is seeing in the industry and what we’ve heard from our customers.