“The nutritional facts – the actual science behind it – is printed on the package,” he said. “I don’t think that you should go all out … ‘Oh, it’s clean’ and all that.” Bradīrad, 31, of Long Branch, New Jersey, said the “clean food” or “guilt-free” labels aren’t needed. “I think that ‘guilt-free’ or the term ‘clean’ shouldn’t be on the packaging,” said Candis, 30, of Pennsauken, New Jersey. “ Some people like ‘guilt-free’ or ‘clean’ because it helps them know that they’re still on the right track of eating,” said Gwendolyn, 23, of Rochester, New Hampshire.Īngela, 53, of Grifton, North Carolina, said the additional labeling can help consumers make buying decisions and they should stay. Some consumers said they want the nutritional labels – including the “clean food” label – because they give you more information about the product. Let’s see a sampling of what respondents said. Then I like to skim through the automatic transcripts and each response. I like to review the theme explorer first to get an idea what trends I’m seeing. The automatic theme explorer and Word Cloud gave me an idea what some of the most mentioned topics were. Unlike the quant questions, this sentiment analysis is pulled from what respondents actually said in their video responses. In all, the automatic sentiment analysis showed that 36 percent of all statements were on the positive side, with 32 percent being negative and 32 percent were neutral. Some were even sitting in their cars while participating in the study. Sixty-three percent of consumers said they are not influenced by the terms “clean” or “guilt-free” in their buying decision.įor the qual questions, respondents recorded a quick video message – selfie style, directly from their phones. The majority of consumers – 83 percent – checks the nutritional information of food products they purchase. Here’s a quick highlight reel of responses, which we created directly in the platform: Read next: Not sure what to ask? Check out Voxpopme’s tried and tested open-ended questions for video research. Would you prefer product packaging to include additional nutritional information?.Do you think brands should keep or remove the terms ‘guilt-free’ or ‘clean’ from their packaging and why?.Do the terms ‘guilt-free’ or ‘clean’ in food packaging influence your purchase decision?.When purchasing food products, do you check the nutritional information?.We combined quantitative and qualitative questions in the study and the results were neatly packaged for me in one dashboard. The entire study of 100 respondents was conducted through Voxpopme’s Influence market research online community (MROC) of on-demand consumers. But do consumers read them? And how do they feel about labels that say “clean food” or “guilt-free? We found out in this consumer study. Nutritional labels are most useful when they are read.
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