US and GB: The product labels that most influence grocery and food shoppers
July 27th, 2022, Bhavika Bansal

US and GB: The product labels that most influence grocery and food shoppers

A recent YouGov Profiles study reveals the product labels that are most considered by adults in the UK and US while buying groceries. Data shows that keeping an eye on sugar levels is one of the top concerns for consumers in both countries.

One in four American and British consumers (27%) look for a low sugar or no sugar added product label when buying groceries. At 31%, free-range labels top the list for the Brits. However, for consumers in the US - which has one the highest obesity rates in the developed world, something often linked to the prevalence of high sugar levels in the American diet - low sugar labels top the list.

More than one out of five Britons consider purchasing products that carry animal and environmentally friendly labels (24% and 21% respectively). British consumers are also concerned about the sustainability and ethics of their groceries, with 21% indicating that they take sustainable production/fishing and fair-trade labels into consideration.

One-fifth of Britons (20%) also take into account whether their groceries are produced locally, just like their American counterparts (20%). While almost a quarter of British consumers are concerned about lower fat content (21%), low fat or fat free product labels are amongst the least considered in the US (17%).

Unlike Britons, American consumers are more conscious of purchasing items that are free from artificial chemicals. An organic certification is one of the top considerations for US shoppers (23%) compared to 14% of Brits. Similarly, consumers in the US also take into account whether meat or poultry is raised without antibiotics (22%) and grass fed (17%), and if they’re buying non-GMO groceries (21%).

Fewer than one in five America shoppers (16%) consider sustainable production and sustainable fishing product labels.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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