A survey of 1,000 Americans conducted by NSF found that consumers lack confidence in food labels, and desire improvements and standardization in areas like health claims and sustainability metrics.

“Health and wellness continue to be a focus for most consumers, and with the growing popularity of label-review apps and lack of critical food labeling information in e-commerce, NSF’s research demonstrates that many consumers are reading labels with a more critical eye,” said Michelle Anstey, regulatory manager at NSF. “The food industry must respond to these evolving consumer demands, prioritizing more transparent, accessible and reliable labeling practices as regulations are updated and introduced.”

Key Findings

The majority (83%) of consumers read food labels before they make a purchase decision, and 64% pay more attention to labels compared to five years ago. When reading food labels, adults first look for the expiration date (86%), ingredients list (79%), health claims (78%), allergen warnings (77%) and country of origin (77%).

Only a slim minority (16%) of adults found health claims very trustworthy, and just 37% rate food labeling in the U.S. better than other countries.

One in five respondents said that they struggle to interpret nutritional information on food labels, and most (82%) want to see more detailed processing information and comprehensive allergen information (80%) on the food they’re purchasing.

Sustainability is top of mind, with 67% saying they consider sustainability factors important in food purchasing decision, but only 39% felt that food labels adequately address sustainability. Sixty-nine percent said they would like to see ethical sourcing information on product labels.

“NSF’s consumer survey results point us in the right direction as we revisit and improve food labeling in 2025,” said Anstey. “By improving transparency and standardization, we can better communicate with consumers and support a more sustainable, trustworthy food supply chain.”

Recent regulations, like the state bans of chemicals of concern such as Red No. 3, and proposals for an FDA rule that would require front-of-package nutritional information, are driving increased criticism of labels, NSF reported.