Shopper challenges in understanding product certifications
By Nina Wagner
In the realm of natural health products, deciphering certifications on product labels has become an intricate puzzle for consumers. The challenges primarily revolve around the overwhelming variety of certifications and the lack of standardization across these certifications, creating significant hurdles in consumers’ quest for clarity and authenticity.
We recently surveyed the alive Listens community to gauge whether they understand what the most common certifications <actually> mean, which ones they trust, and which ones matter the most when making purchasing decisions.
Certifications that natural health shoppers understand the best
USDA/Canada Organic (93% familiar)
Non-GMO Project Verified (90% familiar)
Fairtrade (74% familiar)
Certifications that natural health shoppers understand the least
B-Corp (32% familiar)
Rainforest Alliance (58% familiar)
Based on the feedback we received, we observe that there are two primary challenges facing shoppers when it comes to certifications:
Certification overload
The proliferation of certifications has inundated product labels, presenting consumers with a daunting array of symbols and claims. From organic and non-GMO to cruelty-free and fairtrade labels, each certification represents a unique set of standards and criteria. This abundance overwhelms consumers, making it challenging to discern the specific attributes and differences between these certifications.
The scenario becomes more perplexing when products bear multiple certifications, further complicating the decision-making process.
Lack of standardization
One of the most significant challenges consumers face is the absence of uniformity or universal standards among certifying bodies. Each organization or authority establishing certifications operates with its own set of criteria and regulations, resulting in inconsistencies across the board.
Addressing these key challenges necessitates concerted efforts:
Education to promote simplification
We need to, collectively, simplify the landscape by educating consumers about the various certifications. Providing easily accessible information and guidance in-store and online can empower consumers to make more informed decisions. We asked the community where they currently look to learn about the meaning of the symbols:
64% through product packaging and labels
55% through internet searches and online information
34% through in-store signage and information
28% through social media and online discussions
Advocacy for standardization
Encouraging collaboration and dialogue among certifying bodies to establish more standardized criteria is another step we can take. Striving towards a harmonized set of standards would alleviate confusion, enhancing consumer trust and confidence in certifications.
In essence, the challenges posed by the abundance and lack of standardization of certifications on natural product labels significantly hinder consumers’ ability to make informed choices. And this is an important note, because 75% of the shoppers we spoke to said that they look to these certifications when making purchase decisions, but wish they were easier to understand.