What’s really in consumers’ minds in their quest for clean label? To help you understand the motivations and opinions behind purchase behavior, FONA put together a panel of shoppers, spanning the clean spectrum from Clean Savvy to Clean Avoider (visit www.fona.com/clean for details about our clean consumer personas). The group gets regular assignments, and we share our learnings with you!
This week, our shopper panel is taking on private label. What clean label claims help drive a private label purchase? Where does affordability fit in? Which private label brand had 100% recognition from our shoppers?