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Yadim Medore, CEO and founder of Pure Branding, divulges findings of a recent study on transparency, including what it means to consumers and brand owners. Medore presented at United Natural Products Alliance’s (UNPA) annual retreat in May in Charleston. Key points of the discussion include:
Consumers who greatly value transparency shop in mainstream and natural channels;
Desire for and awareness of transparency has increased over the last five years; and
High “transparents” are less interested in safety and science and more interested in issues such as factory conditions, environment, labor and growing conditions and third-party certifications.
Links and resources:
Rachel French joined Informa’s Health & Nutrition Network in 2013. Her career in the natural products industry started with a food and beverage focus before transitioning into her role as managing editor of Natural Products Insider, where she covered the dietary supplement industry. French left Informa Markets in 2019, but continues to freelance for both FBI and NPI.
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