U.S. millennials: Positive label messages impact their brand choice

Are you getting more and more confused with labels that say what is not in the food? Would you prefer labels that say what actually is in the food you are eating? Then you are for sure interested in our most recent consumer survey.

©Delacon

Consumers prefer clear and positive label messages. A good reason that retailers, farmers and even more distant value chain members like feed millers should integrate these messages into their communication strategy. This is just one of the interesting results that showed a recent study about label messaging for poultry meat. 

However, often absence label claims, like “cage-free”, “gluten-free” or “no added hormones” have been misused as a fear-mongering tatic (1). How could you use label messages the right way? 

0%
of U.S. millennials say that knowing their meat or poultry was fed phytogenic ingredients would make a very positive impact on their brand choice.

Who are millenials?

Millenials (also known as “Generation Y”) are people, which were born in the 1980’s and later up to mid 1990’s.

Those people are the most active subjects of the economy right know and they represent the most purchasing power.

© GettyImages

Who is a phytogenic fan?

Phytogenic Fans are a consumer segment that is already making careful food choices, and phytogenic messages appear to influence their purchase behavior. This segment of U.S. millennial consumers (from age 26 to 36), responded very positively to the phytogenic message.

From several tested label messages “fed phytogenic ingredients to be environmentally friendly” was the top performing.

Phytogenic Fans said seeing the term “environmentally friendly” was attention getting, important and unique. 

This just one of the reasons because food retailers should overthink their approach on negative label messaging and instead empower consumers with information that describes specifically what is present in the chicken’s environment or diet.

This is only one interesting outcome of a recent survey, conducted by Delacon.

(1): Vilsack, Tom. “Stop the Food Label Fear-Mongering.” U.S. News and World Report, 30 Jan. 2018.

Christoph Hartinger

Christoph Hartinger

From driving instructor over journalist to public relations and communications specialist. Christoph is interested in the phenomena of communication from a professional, scientific and private perspective already for decades – his hardest project so far: Understanding the differences between male and female communication. Considering himself as a lifelong learner with many interests like music, sports and science. Since October 2020, he is following a new career path outside Delacon.

Your feedback is valuable

Submit a Comment

Rating: 4.79/5 (34 Ratings)

* Required

Comments

Vee Lavinia commented on 24. Oct 2021, 12:32pm:

My husband and I have been married for over 10 years. We met when I was 18 and he was 21. We’ve been through a lot emotionally together. There were several HUGE fights and painful situations in our marriage, but we always seemed to come out stronger on the other side. Out of the blue my husband just sprung the divorce talk on me, I was totally depressed until I found the Dr.Todd website online and I ordered a Love spell. You won’t believe my husband called me at the exact time this spell caster finished his spell work in 24hours. I was totally amazed! He is wonderful and his spells work so fast. His contact: manifestspellcast@gmail.com
https://manifestspellcast.wordpress.com

Stephanie Janet commented on 21. Oct 2021, 03:24am:

BEST ONLINE LOVE SPELL CASTER TO GET YOUR EX LOVER, HUSBAND, WIFE, GIRLFRIEND OR BOYFRIEND BACK. ADD HIM UP ON WHATSAPP: +1 (419) 359 4367
My name is Stephanie Janet .This is a very joyful day of my life because of the help PRIEST OSAS has rendered to me by helping me get my ex husband back with his magic and love spell. i was married for 6 years and it was so terrible because my husband was really cheating on me and was seeking for a divorce but when i came across PRIEST OSAS email on the internet on how he help so many people to get their ex back and help fixing relationship and make people to be happy in their relationship. I explained my situation to him and then sought his help but to my greatest surprise he told me that he will help me with my case and here I am now celebrating because my Husband has changed totally for good. He always wants to be by me and can not do anything without my present. I am really enjoying my marriage, what a great celebration. I will keep on testifying on the internet because PRIEST OSAS  is truly a real spell caster. DO YOU NEED HELP THEN CONTACT PRIEST OSAS NOW VIA EMAIL: Unsurpassed.solution@gmail.com or call WhatsApp +1(419)359-4367  He is the only answer to your problem and makes you feel happy in your relationship
https://unsurpassedsolutionhome.website2.me/

https://unsurpassedsolution.blogspot.com/

Same same but different

Similar blog articles