Labels in consumer products:
establishing a strategic relationship between producer and consumer

According to data from “Osservatorio Immagino 2024”, the interaction between buyer and label is challenging and goes beyond a simple distracted action. This relationship involves 94 percent of people, with 42 percent consulting the label for most products and 53 percent only for certain categories.  

When people skip this path, they do so essentially because of traditional frequentation of the product and brand (38%) about which they feel they know what matters, and, more marginally, because of haste (one out of five will report not to have time to linger) or lack of residual curiosity (16% who think they know enough).   

The most critical moment of interaction is during in-store choice, where 4 to 7 consumers carefully read the label information.   

A second moment comes post-purchase, at home, when about 15% of consumers gather additional pre-use or pre-consumption information and just under 10% return to consult the label after use and consumption.   

A third moment is the spontaneous search for information on the web and affects between 10% and 18% of consumers, depending on the category.   

The label is, therefore, a cornerstone of the relationship between consumer and producer, as it releases information covering different objectives at different times.  

The variety of categories that are checked on the label reflects the importance of this interaction. Even products less likely to be checked, such as tomato sauce or tea, see a significant percentage of consumers reading the label.  

Is this a sign of a new sensitivity to the supply chain? To the treatment of the product? To its origin? Certainly, consumers tend less and less to choose “blindfolded.” 


Ingredients, nutritional values and green packaging, but focus on clarity.

82 percent seek information on product use and packaging disposal: most focus on checking expiration dates, 57 percent do so with a focus on checking ingredients and, for foods, nutritional values. A 19% who seek information on proper disposal of wrappers also stands out.   

Understanding and accessibility of label information is crucial, as a lack of clarity can affect the purchase decision: an unclear label results in 75% not buying directly at the point of sale and choosing not to repurchase at a later date after reading the label at home.  

Paying attention to these details can strengthen consumers’ confidence and make them more likely to choose a product. 


How to shape a label so that it is strategic to the product? 

In this report-intensive framework, warnings cannot be missed for label makers: seven out of ten consumers report at least one experience of difficulty in finding the desired information, and a slightly lower proportion (67 percent) report problems decoding the information.   

The hardest details to find also tend to be the most difficult to understand, and it all tends to be concentrated in the sensitive area of broadly understood sustainability: presence of pollutants, value adherence, supply chain, healthiness, and pack disposal.  

Paying attention to and valuing these elements can become a strategic factor in strengthening the relationship of trust with the current consumer and attracting the prospective consumer.  

Finally, in Italy, the majority of people surveyed say they are aware of the existence of barcode (82% know it and 78% think it is present on all products) and QR code and that, with the latter, they have interacted at least once. 

Tailed, our way of communicating packaging sustainability on the label.  

 We created a logo for customers who will choose ProntoPack cartonboard, with the goal of simplifying one of the areas we have seen to be the most confusing for customers. Our QR Code links to a landing page, listing all the qualities of the cartonboard that contains the product, to allow the Brand to communicate sustainability right from the packaging.   

Scan it and join the TAILED world!