Together, Nielsen and Label Insight will develop and maintain a CPG industry retail and consumer measurement capability incorporating food, beverage and non-food ingredients, nutrients and US government regulated product attributes.

The study examines the specific information consumers seek from brands, how they want to access that information, and how that information affects purchase behavior.

Currently, only 12% of consumers rank brands as their most trusted resource for information about what is in their own food, but 67% of consumers believe it is the brand or manufacturer's responsibility to provide consumers with this information, demonstrating a clear gap between consumer expectations and the information brands are providing.