Food & beverages
From label to loyalty — how ingredients influence buying decisions
Our May 2025 global report on label and ingredient consumer research provides a clear view of how consumers approach ingredients, labels, and product choices today.
Based on a global survey spanning 6,362 consumers across six markets, combined with in-depth ethnographic interviews, it captures how label behavior is playing out at scale.
Key findings:
- Familiarity is now a powerful filter
When checking ingredient lists, 49% of consumers actively look for familiar ingredients. That makes recognition a key part of how products are evaluated. - “Red-flag” ingredients can be a sales barrier
Certain ingredients can become red flags for customers. 40% of consumers check ingredient lists for specific ingredients they want to avoid. - Short lists are in demand
Consumers don’t just want familiarity in their ingredient lists. They also want brevity, with 33% saying that a short list is an important factor for them.
Labels as trust signals
The report highlights the central role of ingredients in how products are judged — small details on your packaging can have an outsized impact on consumers’ choices. Labels have become trust signals, helping consumers decode what’s inside, assess nutritional value, and judge brand integrity.
Unlock the Full Picture
Our white paper, which is based on the report, helps you understand what consumers expect from labels, and how you can leverage labels to win hearts, carts and consumer loyalty. Download now.
Finn Wulff, Head of Consumer Insights at Novonesis.
Finn Wulff brings more than two decades of global marketing and commercial leadership across B2B and FMCG industries. He specializes in translating complex biosolutions into clear, customer-focused value propositions, helping organizations commercialize innovation and drive market adoption.
With extensive experience and international roles spanning Europe and Asia, he has led major product launches, strategic transformation initiatives and cross-functional teams across the full value chain, from R&D to sales. Known for his strong communication skills and customer-centric approach, Finn combines data-driven insights with commercial acumen to shape impactful marketing strategies. Follow Finn
