Consumers today are increasingly demanding clean-label, sustainably produced, health-promoting products. They also want to know that they can trust what's on the label, and this is reflected in the products they purchase. Focused on wellness and better-for-the-planet, consumers are looking for validated science and transparent information sharing about sourcing. CPG brands big and small, across all product categories, are seeing dollar signs in this market. 

However, where broader product selection may be great for consumer choice, if shoppers aren’t fully informed about how to research and understand what goes into a product, they may unwittingly be bamboozled by brand messaging and unaware of untrustworthy practices to cut costs and impact quality. Savvy conscious consumers may have awareness about buzzwords like "natural" and they are ready to scrutinize the details. Similarly, they’re unwilling to guess or gamble on quality. They want assurances about what's in their products and what they're putting into their bodies. 

Brands committed to the concept of transparency are willing to back that up in practice, seeking trusted suppliers and sharing information with customers. Read about the top actions suppliers take to ensure ingredient quality and how brands committed to building trusted relationships with their customers are partnering with their supply chains to deliver on their brand promise: better for you, better for planet, delivering the trusted quality and claims consumers expect and deserve.