Label Language: What Matters to Consumers

The average supermarket carries nearly 40,000 items, according to the Food Marketing Institute (FMI), so understanding consumers’ most desired new product parameters and health benefits—and communicating that on the label—is critical for success in the marketplace. Not surprisingly, the average number of benefits touted on the most successful new foods/beverages of 2012 increased to 6.2 from 4.2 a decade ago, according to IRI’s April 2013 New Product Pacesetters report.

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