Consumer Perspectives on Food Labels: Additives, Allergies and Alternative Proteins - Mark Gale, CEO and Partner, Charleston|Orwig, From the 2018 Animal Agriculture Alliance Stakeholders Summit, Protect Your Roots, May 3 - 4, 2018, Arlington, VA, USA. More presentations at https://www.youtube.com/channel/UC9xWTLbiBMQQi8L_WHIWcjA

6. 1862
President Lincoln launches the
Department of Agriculture,
predecessor of the FDA.
1906
Food and Drugs Act prohibits
interstate commerce in
misbranded and adulterated
foods, drinks and drugs.

7. 1970
Every manufacturer should be
encouraged to provide truthful
nutritional information.

8. 1980
USDA and HHS publish
Dietary Guidelines for
Americans.
 7 SIMPLE
GUIDELINES
2015
 41 RECOMMENDATIONS

9. 1990
Nutrition Labeling
and Education Act
(NLEA) passes

12. FOOD LABELS—MANY OBJECTIVES
KEEP
AMERICA
FROM
GETTING
FAT
ENHANCE
OUR
LIVES
AND
LIFESTYLES
KEEP
OUT
HARMFUL
INGREDIENT
S
ACCURATEL
Y LIST
CONTENTS
MAKE
AMERICA
HEALTHY

18. HEALTHY 1.0
LOW-FAT
LOW-CALORIE
LOW-CARB
Weight Management
1980’s to early 2000’s
HEALTHY 2.0
LOCAL
NATURAL
ORGANIC
Feel Good
early 2000’s and beyond
PROTEIN
ANTIOXIDANTS
LIFE-ENHANCING
HEALTHY 3.0
Functional
2010’s and beyond

19. 1980 1990 2000 2010 2020
weight management1.0
feel good foods2.0
functional foods3.0
Source: Datassential

20. Sleep Deprivation
Stress Reduction
Mood Enhancers
Energy/Performance
Cognition/Memory
Digestion
Vision
Beauty/Appearance
functional foods3.0

21. Source: Label Insight, 2016--https://storebrands.com/seventy-five-percent-consumers-do-not-trust-food-labels
75% say they do not trust the accuracy of food labels.
35% admit they are sometimes confused by what the labels on food packages are actually saying.

22. ALMOST 75%
of younger consumers want food
manufacturers to share information on
how products are made.
Source: Chicago Tribune, 10/29/2015

23. 500 respondents in each
Slight skew to female
Ages 18-65
Respondents from across America
FOOD
LABEL
SURVEY
MEAT/PROT
EIN AND
FOOD
LABEL
SURVEY

25. Source: Charleston|Orwig survey designed with Menu Matters; of US adults nationwide, conducted 12/21/17-12/23/17, N=515
63%
of those surveyed
believe that FOOD/BEVERAGE
LABEL INFORMATION
is very or EXTREMELY IMPORTANT.

26. NUTRITION
REMAINS THE
MOST CRITICAL
INFORMATION
FOR FOOD
LABELS

27. WHAT
INFORMATION
THEY WANT TO BE
EASY TO FIND ON
LABELS
Nutritional Information71.2%
Where the Product is Made45.5%
Ingredient Sourcing44.0%
Allergen Information39.5%
Product Benefits26.3%
Information on Growers, Employees and Production Sources15.4%
Company Practices and Values11.7%
Company Background or Story7.8%
Charleston|Orwig survey, designed with Menu Matter, of US adults nationwide; conducted 12/21/17-12/23/17, N=515
(select all that apply)

28. -3% -2%
5%
13%
16% 16% 17%
41%
MOREIMPORTANT
LESSIMPORTANT
Strong over-index on these
responses
for those who stated labels were
“Very Important” or “Important”
NUTRITIONAL DATA POINTS
WHICH HAVE CHANGED IMPORTANCE FOR
CONSUMERS
 Expressed as net difference between
“Increased” and “Decreased” importance
scores over the past 2 years
COMPANY
PRACTICES
(Fair wages, fair trade,
environment, etc.)
INFORMATION
ON GROWERS,
EMPLOYEES
BEHIND
PRODUCT
FUNCTIONAL
INFORMATION
(Increases energy,
mental acuity, etc.)
ALLERGEN
INFORMATIO
N
INGREDIENT
SOURCING
WHERE THE
PRODUCT IS
MADE
OTHER
INGREDIENT
INFORMATIO
N
(Non-GMO,
Organic, etc.)
NUTRITIONAL
INFORMATION
(Calories, Protein, etc.)
Source: Charleston|Orwig survey, designed with Menu Matters,
of US adults nationwide; conducted 12/21/17-12/23/17, N=515

29. -3% -2%
5%
13%
16% 16% 17%
41%
MOREIMPORTANT
LESSIMPORTANT
Strong over-index on these
responses
for those who stated labels were
“Very Important” or “Important”
NUTRITIONAL DATA POINTS
WHICH HAVE CHANGED IMPORTANCE FOR
CONSUMERS
 Expressed as net difference between
“Increased” and “Decreased” importance
scores over the past 2 years
COMPANY
PRACTICES
(Fair wages, fair trade,
environment, etc.)
INFORMATION
ON GROWERS,
EMPLOYEES
BEHIND
PRODUCT
FUNCTIONAL
INFORMATION
(Increases energy,
mental acuity, etc.)
ALLERGEN
INFORMATIO
N
INGREDIENT
SOURCING
NUTRITIONAL
INFORMATION
(Calories, Protein, etc.
Source: Charleston|Orwig survey, designed with Menu Matters,
of US adults nationwide; conducted 12/21/17-12/23/17, N=515
WHERE THE
PRODUCT IS
MADE
OTHER
INGREDIENT
INFORMATIO
N
(Non-GMO,
Organic, etc.)

30. 71%want nutrition
information on labels
29%believe manufacturers
are doing a good job
providing desired
information
Source: Charleston|Orwig survey, designed with Menu Matters,
of US adults nationwide; conducted 12/21/17-12/23/17, N=515

33. FOOD LABELS THAT INCREASE PURCHASE
INTENT.
Findings from a Confidential Consumer survey of 507 US adults conducted online on 3/22/2018.

34. 46.5%
26.2%
24.5%
22.7%
20.7%
20.5%
19.5%
16.6%
15.8%
14.8%
None of the Above
Locally raised
Natural
Antibiotic-free
Non-GMO
Organic
Hormone-free
Grass-fed
Cage-free
Free-range
FOOD LABELS THAT INCREASE PURCHASE INTENT
Findings from a Confidential Consumer survey of
507 US adults conducted online on 3/22/2018.
 Local and natural—
psychologically easiest to grasp
 49% of those selecting more
than one selected three or more
 53%+—label claim increased
purchase intent

35. 41.8%
5.9%
22.9%
12.2%
17.2%
1 - No Impact 2 3 4 5 - High
Impact
24% in the Northeast
rate as High Impact
PURCHASE INTENT IMPACT OF “NO ANTIBIOTICS
EVER”
OR “ANTIBIOTIC FREE” LABELS
 29% strong or high impact
 Taken together
– 52% indicate moderate to
high impact
 23%—some impact on intent

36. 39.1%
8.1%
20.9%
13.6%
18.3%
1 - No Impact 2 3 4 5 - High
Impact
PURCHASE INTENT IMPACT OF “HUMANELY
RAISED”
OR “ANIMAL WELFARE CERTIFIED” LABELS
Findings from a Confidential Consumer survey of
507 US adults conducted online on 3/22/2018.
 High correlation between those
indicating antibiotic free as high
impact and humanely raised as
high impact—80%
 21%—some impact on intent
26% in the Northeast
rate as High Impact
ANTIBIOTICS

37. Yes, no reservations
3%
Maybe
16%
No, absolutely not
57%
I've never heard of
lab grown meat
24%
CONSUMPTION INTEREST IN LAB-GROWN MEATS
 6% in Midwest have “No reservations”

38. 13.4%
29.2%
35.7%
36.5%
37.7%
43.8%
52.1%
I have no reservations
I worry about taste and texture
I don't know how it's made
Lab grown meats hurt farmers who
grow animals
It doesn't seem healthy
It's not natural
I don't trust it
CONCERNS ABOUT CONSUMING LAB-GROWN MEATS
“Other” Responses: Disgust with the Concept, Vegetarian status, Concerns about Additives
LAB-GROWN MEAT
 50% of “Tryers” indicated
NONE of the issues in the
survey would impact purchase
behavior
 New technology, likely
misunderstood or unknown

39. YES,
DEFINITELY
8.3
%
MAYBE
39.8
%
NO,
ABSOLUTELY
NOT
51.9
%
INTEREST IN PLANT-BASED PROTEIN
WITH TASTE AND TEXTURE OF MEAT
 20% of respondents aged 18 – 24 say yes
vs. 3% of respondents aged 55 – 64
 61% of Midwesterners are not interested
vs. 41% in the West

40. 200
RESPONDENTS
AGE 18 - 24
who have attended
college or technical
school within
24 months.
PLANT-BASED
PROTEIN
SURVEY

41. Likelihood to Experiment with unfamiliar Plant-
based proteins in their school dining hall
5.97
OUT OF 10
LIKELIHOOD TO
EXPERIMENT WITH
UNFAMILIAR PLANT-
BASED PROTEINS IN
THEIR SCHOOL DINING
HALL

42. 12.4%
13.7%
23.5%
28.8%
36.6%
47.7%
53.6%
Experiment with rarely seen plant proteins
Switch Americans to plant-based diets
Use plant proteins innovatively
Teach how to use/cook with plant proteins
Introduce new cuisines with plant proteins
Educate on pros/cons of plant proteins
Provide variety of plant and animal proteins
SCHOOL’S ROLE IN DINING DECISIONS
Likelihood to Experiment with unfamiliar Plant-
based proteins in their school dining hall
FOOD THEY WANT
SCHOOLS TO PROVIDE
40.5%
Dishes incorporating both
Plant- and Animal-based proteins
22.9%
Familiar/traditional dishes using
Plant rather than Animal proteins
19.0%
Unique, innovative dishes
featuring Plant-based proteins
17.6%
World cuisines dishes featuring
Plant-based proteins
ROLE OF THE SCHOOL SYSTEM

43. 42.5%
Lunch/dinner sandwich or wrap
38.6%
Appetizers and/or sides
34.6%
AM or PM Snack
32.7%
Other lunch/dinner entree
30.1%
Breakfast entrees or sandwiches
28.1%
No preference
24.8%
Nuggets, Poppers, etc.
19.6%
Beverage (meal replacement or other)
28.1%
Burgers
MENU ITEMS THEY MOST WANT:

46.  Changing consumer relationship with food
is impacting information needs/demands
 Nutrition is critical label information but
what is nutrition to modern consumers?
 Despite increasing holistic/emotional
drivers, science remains impactful…
though confusing
 Clarity, simplicity at odds with breadth of
information required and demanded

48. MARK GALE, CEO|PARTNER
mgale@charlestonorwig.com