??? Food Labelling: What Consumers Are Looking For

Consumers today are more discerning than ever when it comes to understanding the messages that companies communicate through food labels and packaging. Beyond just the product itself, shoppers are now paying close attention to a variety of communication channels such as websites, social media, and magazines. ????

Consumers, particularly women, are playing an increasingly active role in shaping market trends by demanding clearer and higher standards. As a result, we often refer to them as "consumAtors," highlighting their influence in driving changes within entire industries. This shift stems from a heightened awareness and a desire to understand the processes behind the food products they purchase. Modern consumers are more informed and want transparency about the food they bring into their homes. ???

?? A New Perspective on What Drives Consumer Choices

This surge in awareness, especially among younger generations, has led to a fundamental shift in the factors that influence product choices. In the past, price was often the key driver, with quality sometimes being secondary. ???? However, today, factors such as brand values, product origin, and transparency in the production chain have become more important.

Companies in the food industry that have recognized and adapted to these new consumer expectations have made significant investments in areas like controlled supply chains, traceability, and eco-sustainability. ???? They also ensure that their communication reflects these efforts, focusing on transparency and sustainability.

?? What Does Transparent Communication Really Mean?

When it comes to transparent communication, many companies claim to be open and clear with their customers. However, it’s not enough to simply state transparency; companies must demonstrate it through their actions. Simplification plays a key role in this process, as it allows consumers to easily understand the processes and decisions that go into making a product. ????

Transparency in the food supply chain means providing certified, verifiable information about a product’s origin, manufacturing process, and distribution journey. Consumers should be able to understand not just the ingredients in the products they buy but also how the food was made. This includes details about raw material sourcing, environmental impact, sustainability efforts, energy consumption, waste management, and respect for workers' rights. ????

For consumers, a brand’s value is not only defined by the product itself but also by the company’s ability to offer clear, transparent information about every stage of the product’s journey. ?????

?? Food Labels: A Key Tool for Transparent Communication

The role of food labels is central to transparent communication. These labels serve as a regulated means of informing consumers about the characteristics of the product, guiding them toward more informed choices. A food label typically includes all relevant information about the product, including its name, ingredients, and other essential details required by law. ?? However, brands are increasingly adding extra information on labels, such as environmental impact and animal welfare considerations. ??

?? The Role of Labels in Animal Welfare

There is a growing trend towards using advanced labeling systems to give consumers more detailed information about the source of their food, particularly regarding animal welfare. Labels for products like eggs can tell consumers whether the hens are free-range, cage-free, or raised in battery cages. ????

Despite this progress, there is still no standardized labeling system that clearly differentiates various levels of animal welfare based on farm practices and the choices made by farmers. However, recent efforts, like those in France, have introduced new labeling systems aimed at addressing both environmental impact and animal welfare. ????

France’s “Planet Score” label, which uses the LCA (Life Cycle Assessment) methodology, is a step in the right direction. This system considers factors like pesticide use, climate impact, biodiversity, and animal welfare. ???? It provides a more holistic view of a product’s environmental and ethical footprint, offering consumers valuable insights into how their food is produced.

??? Conclusion

Transparent food labelling and communication is no longer just a marketing tool—it is an essential aspect of building trust with consumers. By offering clear, certified, and honest information about their products, companies not only meet the demands of today’s discerning shoppers but also play a crucial role in promoting sustainability and ethical practices across the food industry. ????

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