72 • May | June 2026 • abasto.com Ingredient Transparency Is Reshaping Purchasing Decisions BY HERNANDO RAMÍREZ-SANTOS I ngredient transparency is reshaping how Americans buy food, beverages, and beauty products, according to a recent study by the Acosta Group. The re- search reveals that half of U.S. shoppers are concerned about artificial ingredients and that an increasing number of consu- mers are reading labels before making a decision. The study, which focused on ingre- dients and surveyed 1,083 members of the Acosta Group’s exclusive shopper commu- nity, confirms that personalization, trans- parency, and trust will shape consumer behavior in 2026. Researchers conducted the survey from September 9 to 14, 2025. Mark Rahiya, president of the Acosta Group’s omnichannel sales and services group, stated that reading labels is now part of the shopping routine. As he exp- lained, consumers are looking for ingre- dients that support specific health goals. As a result, natural and organic brands are finding new opportunities to connect with shoppers through clear messaging and well-communicated benefits. Ingredient Transparency Influences Purchasing Ingredient transparency directly impacts what consumers put in their carts. Two-thirds of omnichannel shoppers take a balanced approach. They combine healthy products with indulgent options based on availability, taste, occasion, and mood. However, a significant segment priori- tizes health. Thirty-five percent of consu- mers define themselves as “health-cons- cious,” meaning they try to eat healthy most of the time, though they allow for occasional indulgences. Additionally, 15% of Gen Z and 21% of Millennials identify as “health-focused.” This group actively seeks out nutritious foods, avoids processed products, and prioritizes health in nearly all their deci- sions, regardless of price. Kathy Risch, senior vice president of thought leadership and shopper insights at Acosta Group, noted that 58% of sho- ppers read labels always or most of the time before purchasing a new product. Among health-focused consumers, the fi- gure reaches 87%. Likewise, label-reading is on the rise. Forty percent of health-focused shoppers and 39% of Gen Zers say they read labels more frequently than they did six months ago, especially when looking for nutri- tious and less-processed foods. Transparency is also key for households with specific needs. More than 25% of Personalization, transparency, and trust will shape consumer behavior in 2026 • Continues on page 74 • FOOD INDUSTRY