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.


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? 

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.

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