In grocery aisles around the world, shoppers are reading labels more than ever, but they’re believing them less. Consumer trust in food labeling is eroding as packaging that was once a reliable source of truth now faces growing scrutiny. Confusing layouts, inconsistent allergen statements, vague marketing claims, and missing sustainability details have left many consumers questioning whether they can rely on the information in front of them.
For food and beverage brands, this erosion of trust doesn’t just reflect a public perception problem; it signals a growing disconnect between what shoppers expect to learn from a label and what’s actually provided. Nowhere is this gap more critical than in allergen labeling, where accuracy is not only a legal requirement but also a vital safety measure for millions of consumers.
So, what do shoppers really think when they flip a package over? Here’s what the latest consumer research shows:
US consumer trust in food labeling is on shaky ground
Survey data from NSF, a leading global public health and safety organization, reveals that while Americans are highly engaged with labels, confidence in the accuracy and clarity of that information is slipping.
What story does the data tell?
Engagement is high:
- 83% read food labels before purchase.
- 64% pay more attention to labels than they did five years ago.
- Most-checked items: expiration date (86%), ingredients list (79%), health claims (78%), allergen warnings (77%), country of origin (77%).
Confidence is lacking:
- Only 16% find health claims “very trustworthy.”
- Just 37% believe US food labeling is better than other countries.
Clarity is in demand:
- 1 in 5 struggle to interpret nutritional information.
- 82% want more detailed processing information.
- 80% want more comprehensive allergen information.
Sustainability signals are weak:
- 67% factor sustainability into food purchases.
- Only 39% think labels address sustainability adequately.
- 69% want ethical sourcing details clearly stated.
UK consumers show similar patterns and clearer expectations
The NSF UK survey paints a similar picture, with strong label engagement but ongoing gaps in understanding and perceived transparency.
Diving deeper into regional differences
Engagement is growing:
- 76% read food labels before purchase (82% among 18–34-year-olds).
- 45% pay more attention than they did five years ago.
Labeling priorities are shifting:
- 70% want detailed processing information.
- 65% want clearer allergen information.
Comprehension challenges remain:
- 36% struggle to interpret food labels.
- Fewer than 49% feel labels give enough information for healthy choices.
Sustainability is underdelivered:
- Only 29% believe labels adequately address sustainability concerns.
Trust in health claims is split by generation:
- 60% of 18–34-year-olds trust health claims vs. only 25% of those over 55.
Willingness to pay for transparency:
- 32% would pay a 9–12% premium for transparent, comprehensive labeling.
A European perspective: Declining confidence in the food system
The trust gap isn’t just an English-speaking phenomenon. The EIT Food Trust 2024 survey, covering 19,642 consumers across 18 European countries, revealed a consistent downward trend in confidence:
- Only 46% trusted food manufacturers on competency and openness (down from 48% in 2021).
- Just 37–38% believed manufacturers or authorities were open or honest.
- Only 45% trusted food-related authorities at all.
When fewer than half of consumers trust the systems behind their food, it becomes much harder for brands to stand out based on product claims alone. In this climate, allergen labeling accuracy becomes not just a safety measure but a cornerstone of brand credibility.
How TraceGains NutriCalc supports transparent and accurate labeling
Rebuilding trust starts with eliminating the guesswork and manual risk from label creation. TraceGains NutriCalc gives food and beverage companies a precision tool for calculating and verifying nutritional and allergen data quickly, accurately, and at scale.
Brands can:
- Automate nutritional analysis using real ingredient data, reducing the risk of human error.
- Be guided through vital ingredient allergen checks and add custom allergens.
- Ensure allergen statements are accurate and consistent across all product labels and formats according to regional requirements.
- Gain immediate access to nutritional information reports and label formats that adhere to US, UK, and global labeling guidelines and ingredient declarations.
- Verify nutritional claims with in-built checks that maintain data accuracy.
- Benefit from continuous system enhancements that reflect the latest updates in nutrition labeling laws and standards.
- Have confidence from using nutrition calculation software which has set the industry standard over 30 years, supported by experts in food and allergen labeling law.
NutriCalc nutrition calculation software can be used on its own or fully integrated with TraceGains Formula Management and Supplier Management, giving brands the ability to:
- Model formulation changes in real time to understand how recipe adjustments impact nutritional and allergen information before products go to market.
- Centralize label data so all stakeholders—R&D, regulatory, marketing, and supply chain—work from the same verified source of truth.
The result is a faster, more reliable path from product concept to compliant label, with full transparency baked in.
In an era of skepticism, the surest way to protect (and grow) your brand story is to give consumers exactly what they’re looking for: visible proof of honesty, safety, and care in every detail you share.
Request a demo to find out how TraceGains can help you deliver transparent, safe, and trusted labeling, every time.
