Consumer Research on the Importance of Labels and Signs at Point of Sale

As consumers continue to prioritize health and sustainability, IFPA continues to explore these topics with consumers so we can better guide members. IFPA performed consumer research in July 2023 to dive into how consumers are gathering nutritional and sustainability information.

First, let’s acknowledge that the most sought-after information when purchasing groceries is the sell by; use by; best if used by data on the label.

Percent of consumers using: use/sell/best by data

United States

78%

United Kingdom

87%

Germany

84%

Vietnam

90%

Brazil

92%

Reading use/sell/best by data is also prevalent when consumers purchase frozen fruits and vegetable as well as packaged goods.

Many consumers are thinking about nutrition and sustainability when shopping for fresh fruits and vegetables.

	Think About Nutrition	Think About Sustainability
U.S.	74%	61%
UK	74%	55%
Germany	86%	62%
Vietnam	88%	85%
Brazil	92%	75%

Most of us know that packaging labels and signs at retail are important, but now we know there is a core set of consumers that read labels and signs whether it is for nutritional information or sustainability information. We call these consumers super-curious.

	Reads labels for nutritional & sustainability information	Reads signs for nutritional & sustainability information
U.S.	41%	33%
UK	25%	22%
Germany	25%	24%
Vietnam	68%	59%
Brazil	56%	52%

Curiosity does not stop in the store; consumers also research nutrition and corporate sustainability values online.

	Research online to better understand nutritional values	Research online to better understand sustainable values
U.S.	43%	45%
UK	27%	26%
Germany	35%	28%
Vietnam	75%	77%
Brazil	61%	55%

It is important to continue to promote the nutritional value and corporate sustainability values on labels, on retail signage, and online. Once consumers start to think and trust that fresh fruits/vegetables are nutritious and sustainable, they are more apt to seek out information and further educate themselves.

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Consumer Research on the Importance of Labels and Signs at Point of Sale

Percent of consumers using: use/sell/best by data

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