Canadians distrust product claims study

Both Canadian and American consumers are very skeptical when evaluating the brands and services they buy, a new study says.

Mintel’s “Global Food and Drink Trends 2018” study found that consumers are especially wary when reading brand labels and health claims on food and/or beverage packaging. Two-thirds of Canadians believe “free-from” ingredient claims are just an excuse for companies to charge more.

Brands can build trust by showing consumers where products come from and how they’re made, through online videos, smart labels or Snapchat Stories, Mintel says.

Access the study here.

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