Are food labels adding clarity or confusion? Focus groups show that consumer sentiment toward food labels is changing. Colleen Parr Dekker is the Director of Communications at Elanco. They have performed extensive focus group analysis and consumer surveys to understand how consumers feel about labels and food. The excess of abstract information and claims has left most consumers unsure what labels even mean. Consumers are clueless about terms like “antibiotic free” or “free range”, while companies use these tactics as marketing angles to differentiate their products. Surveys show that terms like “natural” or “organic” are losing influence. The results are surprising!
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