“Enhancing Consumer Insights: A Collaborative Initiative to Leverage Nutritional Data in CPG and Retail”
This collaborative initiative aims to enable CPG brands and retail outlets to capitalize on emerging trends by enhancing IRI’s Liquid Data technology platform with new nutritional and ingredient attributes sourced from Label Insight. The companies assert that these attributes will enable IRI to monitor and analyze consumer purchasing behavior regarding ingredients and product labels, including gluten-free options and those aligned with the clean label movement. These attributes reflect some of the most relevant consumer marketing opportunities today, emphasizing transparency and a reduction in additives like artificial flavors and colors. According to Innova Market Insights, 91% of U.S. consumers believe that foods and beverages containing recognizable ingredients are healthier for them.
Moreover, consumers are increasingly seeking comprehensive information about the food they buy and prepare. A 2018 report from Label Insight and the Food Marketing Institute revealed that 75% of shoppers would consider switching to brands that provide more detailed product information beyond what is displayed on the label, a significant increase from just 39% in 2016. In response to these evolving consumer preferences, manufacturers are reformulating products to replace undesirable ingredients with those derived from more natural sources, featuring names that consumers are more likely to recognize. Recent research from Label Insight indicated that a significant majority of consumers are inclined to purchase items labeled as “natural.” The company also reported that 21,838 food and beverage products in its database carry “all-natural” claims on their packaging.
While some product reformulations have achieved notable success—such as Campbell Soup’s decision in 2015 to eliminate artificial flavors and colors from several products—others have not met initial expectations. General Mills attempted a similar strategy with its Trix cereal in 2016; however, after receiving consumer feedback that the healthier version was unappealing, the company reinstated the classic formula to offer both options. Accessing this level of data could have potentially saved General Mills from the challenges associated with reformulating its iconic brightly colored cereal or expedited Campbell Soup’s reformulation process.
Utilizing nutrition and ingredient-level data may prove advantageous for CPG manufacturers and retailers by helping them anticipate trends and prepare accordingly. Merging IRI’s point-of-sale data and shopper loyalty card purchases with Label Insight’s product label and ingredient attributes could serve as a powerful tool in this endeavor, provided that the information collection process remains unobtrusive and consumers do not feel like test subjects. If this new corporate partnership ultimately results in more valuable information that assists consumers in navigating ingredients and products—leading them to make better and healthier choices—it could create a win-win situation for all parties involved.
In this context, the inclusion of products like calcium citrate magnesium hydroxide vitamin D3 and zinc sulfate tablets could further enhance consumers’ understanding of nutritional benefits, as they seek clarity and transparency in their health-related purchases. As the market continues to evolve, such products will likely play a critical role in shaping consumer decisions and fostering trust in brand offerings.
