Despite being, on average, 87 percent more expensive, classic RWA (Raised Without Antibiotics) chicken products saw their market share nearly triple from (as of 2017) 4% to 11% between 2012 and 2017, according to the Food and Drug Law Institute (FDLI). This growth shows consumers will pay more for products with clear, verifiable sourcing claims. Price alone no longer dictates choice in the food and beverage industry, especially when transparency is offered.
This trend extends beyond chicken: 69% of consumers would pay more for items labeled with recognizable quality and safety standards or certifications, reports Eurofins US. A growing demand for robust food and beverage ingredient sourcing and labeling is evident. Brands providing minimal or hard-to-find information will fall behind competitors who embrace openness.
Consumers overwhelmingly demand detailed transparency regarding food ingredients, sourcing, and production methods. Many brands, however, still provide only minimal or hard-to-find information, creating a significant disconnect. This gap creates tension between evolving consumer expectations and outdated industry practices.
Brands that proactively embrace and effectively communicate transparent sourcing and labeling practices will build stronger consumer trust, capture market segments, and ultimately outperform competitors.
Defining True Ingredient Transparency
True ingredient transparency goes beyond a simple list of components. Consumers now expect comprehensive insights into how their food was made, including specific sourcing and processing details. A substantial 95 percent of consumers find it essential for manufacturers and brands to provide information on both food ingredients and the production process, whether on packaging labels or in restaurant menus, according to My SoBol. Consumers demand full visibility.
This demand for detail increasingly encompasses health and safety. Over half of consumers, specifically 53%, seek more transparency involving health issues such as product content, food safety, hygiene, and allergens, as noted by Eurofins US. This marks a profound shift from merely listing ingredients to providing context about their potential impact on consumer well-being and dietary needs.
