Transparency has become increasingly important to consumers and this has only been accelerated by the COVID-19 pandemic. In response, consumer packaged goods manufacturers are working harder to convey trust and communicate more stories behind their products and brands. This messaging—found everywhere from product packaging to social media and websites—involves topics of ethical sourcing, environmental stewardship and “clean” healthy ingredients.
Learning more about where foods come from was of interest to six in 10 global consumers in Innova’s 2020 Consumer Survey. Even more consumers (85%) agreed that product information was of major importance and wanted to know what products contained. Key issues of concern included human/animal welfare, supply chain transparency, plant-powered nutrition and sustainable sourcing.