The latest survey by Nielsen research revealed that customers demand transparency and wish to know what’s inside the products they are purchasing. Around 83% of the consumers are somewhat keen to know what ingredients the products have apart from what the physical label describes. Half of the consumers said they are extremely interested to know more about the constituents of the purchased products. SmartLabel, a firm providing information to consumers, saw growth in this trend and is enhancing product transparency. Stacy Papadopoulos, general counsel and SVP of operations and initiatives for the Consumer Brands Association, highlighted the need to grow consumer education through digital labels. About 80 firms are currently using SmartLabel, representing over 1,000 brands and around 94,000 products. SmartLabel witnessed a 10% growth in terms of the dollar share of SmartLabel products and a 20% number of items in an average grocery cart.

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