Survey reveals which loosely-regulated marketing claims influence consumer purchase behavior
More than half of shoppers (51%) were also swayed by "no preservatives," particularly older generations.
While "natural" is a non-regulated claim on food packaging, the word would be most likely to motivate over half (53%) of Americans to purchase a product this year, according to a survey presented by Label Insight, Chicago.
The report, conducted by Wakefield Research, Arlington, Va., surveyed 1,000 U.S. adults to uncover which loosely-regulated claims would most likely influence consumer purchase behavior. While there is no standard definition, natural can be defined as the absence of artificial flavors, artificial sweeteners, artificial preservatives and color additives in minimally processed products. There are 21,838 food and beverage products in Label Insight's database containing an "all-natural" marketing claim on package.