Arlington, Va. — July 14, 2025 — New consumer research released today by the Consumer Brands Association reveals overwhelming awareness, usage and trust of the Facts up Front (FUF) label found on many food and beverage packages, with 90% of U.S. adults recognizing the label and a majority reporting they use it to inform purchasing decisions.

Facts up Front is a voluntary industry-led consumer transparency initiative that has been delivering at-a-glance product nutrition information for nearly 15 years. Pulled straight from the Nutrition Facts label, FUF labels display nutrients to encourage like potassium and fiber, as well as nutrients to limit, such as the number of calories and amount of saturated fat, sodium and added sugars, right on the front of the product in a clear, consistent format.

Key research findings include:

· 90% of American adults are aware of the FUF label.

· 79% of American adults check the FUF label before purchasing new products.

· 78% believe FUF effectively conveys the healthfulness of food and beverage products.

· 76% believe the FUF label has just the right amount of information and 72% find the FUF label easy to use.

· 77% are likely to check calorie information on the front of a package — reinforcing that calories remain the most important nutrition factor for consumers.

· 75% of American adults trust the nutritional information on the FUF label on packaged food and beverage products.

“This research is important because the industry is hearing directly from consumers that they value facts and rely on the existing tools already in the marketplace. Consumers are not only aware of Facts up Front — they are engaged with it.” said Melissa Hockstad, president and CEO of the Consumer Brands Association.

The research also shows that ingredients are a top factor consumers consider when purchasing a food or beverage product for the first time. SmartLabel, a digital tool developed by industry to enhance transparency, allows shoppers to access detailed ingredient information with the scan of a QR code and go beyond what fits on the physical package.

“The makers of America’s trusted household brands are committed to supporting nutrition literacy and providing nutrition information, so consumers are empowered to make informed purchasing decisions. As the Trump Administration focuses on consumer transparency and efforts to improve nutrition labeling, consumer behavior and preferences must be central to the conversation,” added Hockstad. “The data is clear; Americans are already using transparency tools that work.”

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ABOUT THE RESEARCH

Independent market research group Savanta conducted the research on behalf of the Consumer Brands Association and FMI. The study consisted of an online survey fielded in May 2025 with a nationally representative sample of more than 2,000 American adults aged 18 and older. Survey participants were comprised of a census balanced sample of ethnicity, gender, income and U.S. region. The study’s objective was to evaluate consumer awareness, usage, and perceptions of the Facts up Front label.

ABOUT THE CONSUMER BRANDS ASSOCIATION

The Consumer Brands Association champions the industry that makes the products you choose and the brands you trust. From household and personal care to food and beverage products, the consumer packaged goods industry plays a vital role in powering the U.S. economy, contributing $2.5 trillion to U.S. GDP and supporting 22.3 million American jobs.