retail news in context, analysis with attitude

Nielsen is out with a new study pointing to the degree to which product information can impact shopper purchasing decisions.

According to its data, “39% of U.S. consumers say they would switch from the brands they currently buy to others that provide clearer, more accurate product information. Additionally, 73% of consumers surveyed by Nielsen say they feel positively about brands that share the “why behind the buy” information about their products.

“And what’s more, 68% say they’re willing to pay more for foods and beverages that don’t contain ingredients that they perceive are bad for them. In some cases, consumers are more interested in knowing what’s not included than what is included in the products they buy. In fact, 53% of consumers say the exclusion of undesirable ingredients is more important than the inclusion of beneficial ingredients.”
KC's View:
No surprise here. We’ve always maintained that companies that tell their story in a more compelling way are in a better position to influence shopper behavior.