This content is sponsored by the Consumer Brands Association.
Consumers are now savvier than ever and often want to learn as much as possible about the household products they听buy.
The Consumer Brands Association is fully embracing that trend and leading the second annual (June 8-12).
“For us it’s all about making sure consumers have the right information they need to make the choices for themselves and their families,” said Melissa Hockstad, president and CEO of the Consumer Brands Association.
She noted that the consumer packaged goods (CPG) industry delivers safe, affordable and convenient products, along with the information consumers want to make informed choices.
“What we’re really excited about this week is the ability to highlight and showcase all of the tools and resources that our industry has created for consumers,” she said.
She pointed to , and websites like , which ensure consumers “have the information they need, no matter where they are.”
Hockstad said the industry’s commitment to transparency goes back to the 1980s and 1990s, when it worked with the Food and Drug Administration to create the .
The label includes detailed information on food product ingredients, including calories and cholesterol.
Consumers using the latest information tools
Over time,听consumers indicated they wanted quick snippets of information on the front of packaging.
Hockstad said that led to creation of FACTS UP FRONT听and SmartLabel.
“What’s really听been exciting for us is we’re seeing a real uptick in consumers using these tools,” she said.
She pointed to the SmartLabel program, which includes a QR code that people can use.
“We have seen an increase of more than 50%听 consumers using this tool last year compared to the year prior,” Hockstad said. “That means 25 million page views with consumers going there to get more information.”
She also said that more than 90% of those surveyed are aware of FACTS UP FRONT听and are using it to help make their purchasing decisions.
“Our goal is to make sure, how can we get you that easy to understand information you can rely on, whether you’re walking the grocery aisles or whether you’re at home as you’re planning for yourself and your family,” Hockstad said.
Affordability and transparency
The consumer packaged goods industry has a large economic impact in the U.S.
Hockstad said it is the largest manufacturing sector by employment, supporting more than .
She also said the industry understands consumer concerns about affordability, which she noted is intertwined with transparency.
“Consumers are at the heart of everything we do, and this industry is always focused on making sure there’s a range of options at a range of price points,” she said.
One area of concern, she said, is the effort by some states to enact their own ingredient legislation.
Hockstad said the legislation could .
She also said it could cause confusion for consumers, who may be able to purchase a product in one state but not another.
She said her industry instead supports a unified national standard for ingredient transparency.
“So no matter where you’re shopping, you can get the same product and you have access to the same information,” she said.
As for getting involved in National Consumer Transparency Week, Hockstad said it鈥檚 as simple as using the tools that have been made made available — whether it’s in the grocery store, on your smartphone or computer.
If you go to the grocery store, she encourages you to check out the various information tools while doing your regular听shopping.
“People like to have that information at their fingertips,” she said. “And we are here to really provide those tools and resources to make life easier for individuals.”
She also added: “While National Consumer Transparency Week is one week out of the year, transparency is something we are focused on year-round.”
