Label (mis)understanding: Nearly half of US consumers purchase products despite uncertainty over their claims

20 May 2019 --- A new study shows that 61 percent of US consumers are concerned about the products they put in and on their bodies, but 34 percent say they rarely or never research product claims. Almost half (46 percent) of participants say they have purchased a product despite being unsure of the validity of its claims, while the majority of millennials are concerned about potentially harmful food. These are the main findings of an online survey conducted on behalf of NSF International, an independent public health and safety organization in the US. The organization says the findings underscore the need for independent third-party certification of food, dietary supplements and personal care products.

The findings also suggest many consumers are unsure how to research and verify claims for themselves, and may be unaware of third-party certification programs operated by independent organizations and governmental agencies.

The rapidly growing probiotic market recently sparked concerns about transparency and quality on the market. Members of an expert panel convened by the US Pharmacopeia (USP) published a paper earlier this month calling for more quality assurance for consumers purchasing probiotic products. As well as products undergoing third-party evaluations, labels could communicate genus and species names, strain designations and quantities for all strains present, a use-by date, storage instructions and company contact information. As the probiotic market continues to proliferate, improving transparency – even in the absence of regulatory requirements to do so – is paramount, the researchers note. 

“It’s clear that many consumers have questions and concerns about the safety and authenticity of the products they buy, but they don’t always know whom to trust or where to turn for an honest answer,” says Lisa Yakas, Senior Product Certification Manager at NSF International. “As consumers, we increasingly want brands and marketers to back up their claims with data and to prove products contain only the ingredients that are listed on the label.”

A sample of 1,000 people took part in the survey about their concerns related to food, dietary supplements, personal care products as well as home cleaning products. The survey reveals an almost 50/50 split between people who say product claims are helpful and those who say they are confusing, overwhelming or meaningless.

Notably, the survey also showed that consumers trust claims tested and certified by independent organizations more than claims made by product manufacturers and brands. 

These findings suggest self-declared claims made by brands and manufacturers without any independent verification may contribute to consumer confusion and mistrust.

The majority of consumers prioritize food quality over safety with 81 percent of assuming the food products they consume adhere to strict safety standards. This may help explain why most consumers focus on food quality over safety, notes NSF International. The survey also notes that 36 percent of consumers rarely or never look at claims made on food items.

“Given the complexity of global supply chains and the fact that health and safety standards vary by country, it’s challenging for consumers to conduct their own research into everything they buy,” adds Yakas. “Independent third-party certification is the easiest way for consumers to check the safety and authenticity of products and the validity of product label claims.”

From verification of claims like gluten-free, non-GMO and raised without antibiotics to certification of products such as dietary supplements and bottled water, NSF International tests and certifies more than 30,000 products a year. NSF experts also conduct more than 220,000 audits and inspections of manufacturing facilities worldwide each year.

“When consumers see the NSF mark on a package, they can be sure the product has gone through extensive testing and review for potential health and safety risks as well as testing for the accuracy of label claims,” Yakas explains.

Highlights from the 2019 survey include:

• Third-party certification is highly trusted. Across all four product categories, 85 percent trust independent, third-party certification organizations and 78 percent trust claims made by government agencies. Conversely, only 32 percent trust claims made by celebrities and influencers;
• Men are significantly more likely to trust claims on social media (44 percent vs. 31 percent of women), as well as claims made by celebrities or influencers (39 percent vs. 26 percent of women);
• Millennials have much greater concern over product safety and younger US consumers are generally more trusting of claims made on social media. Seventy-four percent of millennials are concerned about potentially harmful food and other consumer products. By comparison, only 64 percent of Gen X and 53 percent of Baby Boomers are concerned about the safety of these products. Nearly half of millennials (48 percent) and half of Gen Xers (51 percent) trust claims on social media;
• Parents have much greater concern over the safety of products with 79 percent being concerned compared to 55 percent of non-parents. Forty-five percent of parents (compared to 17 percent of non-parents) admit they have purchased a product despite realizing its claim was invalid.

The use of seals and logos on products offered to consumers can serve to communicate transparency and trust. Such messaging on packaging should be as simple as possible, as well as scientifically substantiated, found a research project earlier this year. The four-year project, CLYMBOL – Role of Health-related Claims and Symbols in Consumer Behavior – studied consumer understanding of health claims and symbols on packaging.