According to a new report from Nielsen, by Jessica Paul, Senior Analytics Manager, consumers are using nutrition and fitness product information and labels on food packaging to meet personal health goals. Fusing Nielsen data with nutritional information from The George Institute reveals the positive impact the ‘Health Star Rating’ is having on brands in particular categories.
Reinforcing product attributes on labeling remains an opportunity for brands across a variety of categories.
In the spreads category, for instance, sales for products with a 5 Health Star Rating grew by 42% in the past 12 months and increased by over 300% in the past four years. While this is a significant outcome, further Nielsen analysis brings to light the additional $6.8 million in sales that potentially could have been earned by the spreads that qualified for a 5 star rating but did not have a Health Star Rating on the pack.
In the cereals category, says the report, products with a 4.5 or 5 Health Star Rating now account for 32% of all dollar sales, yet they only account for 22% of all active SKUs. And, more manufacturers appear to embracing the benefits of the Health Star Rating, with the share of active SKUs that have no Health Star Rating on the pack dropping to just 27% compared to 46% two years ago.
Findings from Nielsen’s Global Health and Ingredient Sentiment Survey shows that six-in-10 Pacific consumers say they actively avoid animal foods that contain antibiotics or hormones. More than half avoid food that contains MSG; artificial preservatives, flavors, colors and sweeteners, and also food in packaging that contains BPA. Foods that are high in sugar and sodium and those that are genetically Modified (GM) also feature in the top 10 ingredients that consumers in both Australia and New Zealand avoid.
Ensuring consumers can look to packaging for transparent information on the products they are buying has never been more important, says the report. Healthy brands that are ‘shouting’ about their benefits with a Health Star Rating on the pack are reaping the rewards of increased consumer sales.
For more about Nielsen Scantrack point-of-sale grocery data, and the George Institute, please visit here.