Entering the grocery store, more than 40,000 products are right at your fingertips. As our Food Policy Fellow Haley Swartz has written about previously, choice overload and the “tyranny of too much” are increasingly common for consumers in grocery store aisles.
In an age when nutrition, health, and product safety are major consumer priorities, it becomes increasingly important to know what are in the items you purchase, and how they compare to the many other options on the grocery shelf.
Transparency itself is in high demand, as some have even called it the must-have ingredient for successful food companies in the modern era. Substantial consumer research data also indicates consumer demand for industry transparency, particularly in food and beverage manufacturing. The 2016 Label Insight Food Revolution Study found that 71 percent of consumers believed product transparency influences their purchasing decisions at the grocery store. A July 2017 survey found even more striking results, that 70 percent of purchases were influenced by transparency content.
A more recent survey from May 2018 found that if consumers were provided with additional information about a product, 80 percent said they would be more likely to buy it. In fact, more than two-thirds of respondents said that their interest about the information on product labels has increased over just the past two years.
Shoppers across the country are hungry for detailed information about what is in a product, why it is there, how it is produced, and what impact it has on the environment and their health. This call for more product information could be a result of the increasing complexity of food manufacturing, occurrence of allergies in the United States, and heightened awareness about the effect food has on our health.
A variety of tools aim to help anxious consumers wade through the noise to find the information they seek. But product packaging is becoming increasingly complex, enough so that some have called it a “competitive piece of real estate.” Only some of the information consumers want can be available directly in sight during grocery shopping experiences or when they are at home making out their shopping lists.
One tool that answers this question is SmartLabel, a digital disclosure tool which makes more information than can ever fit on a label available to consumers. SmartLabel works using a smartphone to scan barcodes or QR codes on food, beverages, personal care, and household products in the grocery store. Once the barcode is scanned, a SmartLabel website page provides detailed information about a range of things: ingredients, nutritional facts, allergens, usage instructions, third-party certifications, such as Kosher, and other information such as whether a food contains genetically modified organisms (GMOs). The information can also be found by going to www.smartlabel.org on a computer while you’re at home.
As of June 2018, SmartLabel is being used on nearly 28,000 food, beverage, personal care and household products in grocery stores, with many more products on the way.
The National Consumers League food policy team applauds the grocery manufacturers and retailing industry for responding to consumer demand and working to create a way for consumers to find more transparent information about the products they are purchasing. We hope that the industry will continue to roll out similar initiatives that promote the best interests of consumers and respond to demand in the marketplace.