On average, more than half of shoppers (51%) say package label claims are either extremely or very important to their product purchases.
Nearly 4 in 10 shoppers say they would switch to a new brand from a current preferred brand in favour of increased product transparency. In fact, 73% of them would be willing to pay more for a product that offers complete transparency, according to a recent survey by Label Insight. The demand for transparency is clear, yet two of the most challenging categories in which to find information are those in which we come in contact the most – packaged food and personal care products.
Shopper demand for transparency has prompted the need for brands to create a standardised method for sharing product information in a convenient, easy-to-understand manner. New technologies such as Smart Label in the US are taking the influence of packaging claims very seriously.
This new tech offers a smartphone scan-at-shelf function which then reveals just about everything there is to know about the product such as allergy information, corporate ethics and sustainability programs, in addition to detailed nutritional and ingredient information. The Smart Label initiative is growing exponentially with a projected 34,000 products to be participating by the end of 2017.
With more and more people caring about the finer details about the food and products they purchase for their households, packaging labels can make an enormous impact on the shopper.
But which product claims, specifically, have most sway over shoppers and their spending?
The Most Powerful Package Label Claims
Field Agent Australia surveyed 500 Australians on its all-mobile panel to identify the most influential label claims across eight product categories: packaged foods, non-alcoholic beverages, hair care products, over-the-counter (OTC) medications, pet food, dairy products, home cleaning products & cosmetics.
Each of these categories are renowned for making bold product claims in their packaging. So, what on-package claims really engage shoppers and influence which product they pick up from the shelf.
The infographic below details the top five label claims across eight key categories: