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Transparency and simplicity - the new normal [white paper]

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To shed light on the “clean label” trend, Cargill, in partnership with Decision Analyst, conducted a proprietary quantitative survey of 302 U.S. grocery shoppers to gain insight on their perception of clean label products.

The objective was to determine what ingredients they are seeking to avoid, to understand the language they use in talking about clean label products, and determine the degree to which they pay attention to ingredient lists and nutritional information on products.

In this paper, we offer new insights on these consumers with context and substantive takeaways to help brands understand how these trends are shaping product development, packaging and labeling, and consumer buying decisions.

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