Hartman Group Finds Label Reading on the Rise

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Hartman Group Finds Label Reading on the Rise

BELLEVUE, Wash. -- Food and beverage labeling and "on-package" marketing has become more and more prevalent in recent years -- yet the good news is that despite the increased cluster, label readership is on the rise, according to the latest "Pulse Report" released by The Hartman Group here.

From nutrition facts, to country of origin and product narratives, packaged goods are becoming crowded sources that educate, inform, and even entertain, the consultancy noted in its report.

This report reveals that 28 percent of Americans are reading labels much more frequently today than a year ago. Another 31 percent of consumers are reading labels slightly more often, underscoring that the majority of consumers take label reading seriously.

"Much like consumers we examined in previous wellness lifestyle research, today's consumers examine labels according to their personal lifestyle priorities," The Hartman Group said in its report. "This is due, in part, to the cultural equations consumers are drawing between nutrition and personal health. Now we see large groups of consumers adding 'label reading' as part of health and wellness lifestyles and their attempt to try and comprehend 'what's in the box.' In the area of food and beverages, across consumer segments, label reading appears to be a strong habit that is increasing in intensity."`