3 July, 2018

Transparency in food supplements, an obligation to consolidate the industry

Companies in the food and food supplements sector must make transparency their best ally to achieve a consolidated brand in the sector. The consumer demands more and more information about the product, so it is essential that the company strives to have a responsible production process and communicate it to generate confidence in its audiences.

Consumers no longer only look for detailed information on the composition of the product, in addition, to define their purchase decision they need to know where the raw material was obtained, how the food was made, what values guided around the manufacturing process … etc. In recent years, transparency in food supplements has become a very important issue.

According to a study conducted by the company Label Insight in 2016 where they surveyed more than 15,000 European consumers, 73% said they were willing to pay more for a product that offered transparency in all its attributes, 92% confirmed a higher probability of being faithful to a brand that offered complete transparency. In the sector of food supplements, the term “clean label” or, as we would say in Spanish, a clean label, which refers to products that have natural ingredients, with hardly any additives and with a packaging that allows to recognize all included ingredients.

It is important that this concept is finished consolidating in the sector so that it is enshrined as a sign of product excellence. But apart from the ingredients, as we mentioned before, the consumer wants additional information on the label that makes him trust the brand. He wants transparency in food supplements.

The fact that companies, not only in the food sector but in all, bet on transparency is important for several reasons: The demand for responsible products is no longer a fad, but an essential feature in the consumer’s purchase decision. As Afepadi explained a few months ago, Forbes magazine announced in an article that transparency has become an obligation for companies and not an option. Nor should we forget that the consumer is active on the Internet, so that they have access to any type of information they need, and in some cases, non-truthful information about companies.

Therefore it is necessary that these be clearly manifested on aspects relevant to the consumer. And finally, transparent companies generate trust and, therefore, credibility and loyalty from the customer.

In LegaleGo Nutrition we have specific knowledge in the labeling of food supplements. Any questions do not hesitate to contact us without obligation.