With ever-decreasing attention spans (about 8 seconds, according to one 2015 Microsoft study), it stands to reason that consumers make quick point-of-sale decisions about which products to chuck in their shopping carts.
This doesn’t mean, however, that they don’t know what they want these products to be made from—or not made from. Today’s consumers demand transparency more than ever, so the labels on food and beverage products are an important component in such a competitive market. According to Label Insight, whose mission it is to help consumers understand what is in the products they use and consume, transparency is so important that 37% of consumers will switch brands if their current one does not provide them with the information they seek.