In today's world, consumers are more aware and conscious than ever before, seeking out brands and products that align with their sustainability and ethical beliefs. They demand information about the products they purchase to make informed choices, and labels are an easy way to display this. However, how much is too much before the aesthetics of packaging are spoiled and the information becomes white noise?
Limited space on a label means brands are faced with the challenge of including the most impactful information on their labels while making additional information available through QR codes, marketing and websites. Striking a balance between on-pack and online is no easy feat, with accessibility concerns and different buyer priorities making this a complex issue for the food industry.
Janet Dalzell from food regulatory consultants, Ashbury, explores evolving consumer expectations around labelling, and the current challenges the industry is facing.
“What makes a successful label? It’s a question that we’re asked regularly – and unfortunately one that doesn’t have a definitive, one-size-fits-all answer. Of course, the most straightforward response is – one that includes all mandatory information, ensuring compliance with the regulations of the market(s) you’re selling in. But we understand that consumers – and in turn, marketing teams, want more.
“Sustainability is a key focus currently, it’s one part of the wider ESG umbrella which investors, government and consumers care about and includes elements like animal welfare, product origin, organic status, and ethical farming. With brand promises and marketing objectives positioned around this green drive, information and claims are becoming popular additions, meaning labels are at serious risk of overcrowding, causing the messaging to be misleading or completely lost.
“There’s too much available information and not enough room on the label, so finding the balance is crucial. Understanding what must be present, such as recycling instructions in markets such as France or Italy, versus what consumers want, is important. For the latter, many have opted to take this additional information online – accessible via a QR code or dedicated website. But this poses a multitude of challenges.
“Firstly, is it accessible to everyone? Potentially not. Brands may be isolating certain individuals within their target market – including those who don’t have access to the internet or a mobile phone, or those who aren’t confident in using such platforms.
“Plus, it’s inconvenient. Information on labels is visible in an instant. While scanning a QR code, navigating the website, and finding the information required may only take a few moments, it can be deemed as unnecessary hassle in our convenience driven world. So, your product may be dismissed, and an alternative item selected for ease.
“Interestingly though, in research we conducted last year, 71 percent of respondents admitted they don’t actually trust sustainability claims made on food labels. And so, even providing this information – and displaying it in the most reader-friendly format possible – it may be futile if deemed to be untrustworthy. More must be done industry-wide to improve clarity, consistency, and transparency of messaging (whether that’s on-pack or via alternative medium).
“And it’s difficult for manufacturers and retailers too. Completely overhauling how a product is labelled, devising a QR code, and creating and maintaining a website incurs financial and time constraints for a business – not to mention compliance risks.
“While we’re all endeavouring to do better – to be more sustainable, to educate consumers, and to find the most appropriate ways possible – we appreciate that it poses many new challenges for the industry as a whole. Challenges that we’re all learning to navigate.
“We’ve devised a guide which delves into what’s driving the sustainability agenda, as well as what brands should consider when labelling, particularly when it comes to the recycling and packaging regulations in different global markets for food technologists and decision-makers, we hope it’ll help them to continue to open up the conversation among those supplying to and working in the food industry. I’d encourage anyone interested in having a read to visit https://tinyurl.com/mtppxat3
For more information, please call 0845 459 5019, email hello@ashbury.global, or visit www.ashbury.global.