Consumer demand for healthy items and product transparency continues to shape the food and beverage marketplace, according to Gladson, a Lisle, Ill.-based provider of digital product content for the consumer goods industry.

Based on its e-commerce database, there’s new data highlighting the rise of health-related claims on product packaging, including:

·       From 2013-2015, Gladson’s database saw a 61% increase in items marked gluten-free.

·       During the 2013-2015 timeframe, the database experienced a 77% increase in items labeled organic.

·       Allergen claims were also on the rise, with the database having a 43% increase in items with allergen claims from 2013-2015.

“Consumers today are more discerning about the products they buy, and their criteria continue to evolve,” says Susan Sentell, president and CEO. “It’s the responsibility of brands, retailers and solution providers like Gladson to ensure that shoppers have the information they need to select products that align with their health, wellness and lifestyle needs.”

The factors influencing shoppers’ purchases are also undergoing a transformation, Sentell says. According to a new study by Deloitte, New York; Food Marketing Institute (FMI), Arlington, Va.; and Grocery Manufacturers Association (GMA), Washington, D.C., 51% of Americans are looking at factors such as health and wellness and transparency as food purchase drivers, in addition to traditional factors such as taste and price. 

“In the complex and competitive grocery aisle, consumers have more product options available to them,” says Sentell. “To earn customer loyalty and sales, manufacturers and retailers need to provide accurate and expanded product information via traditional avenues such as the product package, and on digital platforms, such as websites and mobile apps.”