Beneo conducted the poll of 3,000 online consumers in the US, Germany and the UK. In the survey, 59% of respondents noted that with clean labels, they expected a product that is labeled “natural” to be healthy. Half equated “natural” with high quality and 53% of consumers said that products labeled “natural” should not be genetically modified. Product descriptions (49%) and brands (45%) lagged behind clean label concerns in terms of importance.
Lightbulb Moment: Brand loyalty doesn’t have the same weight it did in years past. Now the relationship with the consumer must be more 3-dimensional for it to stick. However, if you are able to establish an emotional connection with the consumer it will go a long way to earning trust. The key is to layer trends within products and remember that the consumer is the hero in their own story and you are their guide allowing them to achieve success with whatever goals they have.