The Food Institute and The Hartman Group hosted an insightful webinar that explained label reading from a consumer perspective and the lifestyle elements that lead to consumer's interest with label reading. The Hartman Group has found that 54% of consumers can be classified as "frequent" label readers, however, 50% of consumers find health claims and symbols to be "very" or "somewhat" confusing or misleading. This one-hour webinar led by Hartman's Kate Peringer revealed the awareness, trust and understanding of 13 symbols and icons spanning the worlds of health and wellness, nutrition, ethical consumption and sustainability. While on-package marketing and communications have historically been the scope of manufacturers, retailers are now involved in building sophisticated store brands, resulting in a huge range of packaging labels and cues shoppers routinely sort through. This webinar provides timely insights for anyone involved or interested in developing more effective on-package communication and symbols.

The webinar also featured Robert Hahn, Esq., Olsson Frank Weeda Terman Bode Matz PC, who discussed FDA, USDA, and FTC requirements for "fresh," "whole grain," "made in USA," "green," and other claims highlighted in the Hartman Group study.

You will learn:

• The diverse behavioral influences that impact label reading

• The top five reasons why consumers read labels

• Where label reading is likely to occur

• The most commonly used elements of a package label

• The importance of origin and source labeling

• The awareness, understanding and trust of familiar symbols and icons